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Research papers

Building a radio audience

This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Colin Day, Chris Friend, John Clemens
August 28, 1977

Research papers

The world housing market

This paper presents an analysis of the world housing market for the period 1960-1985. Historical and projected data are presented for number of households, conventional homes in place, homes wired for electricity, homes containing piped-in water,...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Ives Harvey, Andrew C. Gross, Roger J. Calantone
August 28, 1977

Research papers

Comparisons of readership data derived from aided recall data and diary records

Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Sue Stoessl, J. Stocks
August 28, 1977

Research papers

Discriminating analysis of qualitative data inputs

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Jean-Marie Bouroche, A. Le Roux
August 28, 1977

Research papers

Discriminating analysis of qualitative data inputs (French)

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Jean-Marie Bouroche, A. Le Roux
August 28, 1977

Research papers

Who wears the pants in the family?

This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: William J. Wilson
August 28, 1977

Research papers

Enlargement of the product profile with the utilization of production experience gained in co-operation

Summing up it can be stated that on the basis of the experience gained in co-operation FEKON could usefully be experimenting to appear on the domestic market which was aided by the carefully prepared marketing programme, and the proper evaluation of...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Lazlo Molnar, Magdalena Hoffmann, Dezso Molnar
August 28, 1977

Research papers

Marketing model for decision making in strategic planning

On the basis of forecasts the United States were expected to introduce import restrictions for the protection of its home market. In this way the Japanese textile export could be deflected to the West-European markets, where the Hungarian exporters...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Gábor Hoványi
August 28, 1977

Research papers

Perceived risk (German)

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977