Resources Library by ANA

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Jan Stapel

Company: NIPO

June 15, 1967

Retail audit techniques applied to travel research

The difficulties of framing precise questions and of accurately interpreting the answer - in fact the difficulties of communication - are basic hurdles for the market researchers - even when we talk among ourselves. These difficulties are compounded...

Catalogue: Seminar 1967: Travel and Tourism

Author: W. David

June 1, 1967

Secondary analysis, an instrument of market research in tourism

In all spheres of the economy market research constitutes a problem arising out of the need for information, on the one hand, and the cost of information on the other. As for market research in the tourist industry, it can no longer be disputed that...

Catalogue: Seminar 1967: Travel and Tourism

Authors: Klaus G. Sommer, H. Stegemann

June 1, 1967

Stipendienplatze in zehn instituten (English)

What is it that tends to make the professional education of the market researcher a problem? Well, there is no other difficulty than what quite normally is to be expected when a new intellectual profession is coming into existence. Suppose a method...

Catalogue: ESOMAR Congress 1966

Author: Elisabeth Noelle-Neumann

September 4, 1966

Education of market researchers

Rapid growth in the demand for market research since 1945 has imposed severe strains on the available supply of researchers. Examination of existing academic institutions reveals that nobody is producing trained market researchers. Additionally -...

Catalogue: ESOMAR Congress 1966

Author: A. B. Vos

September 1, 1966

Consumer purchasing patterns in successive time-periods

In this paper I want to consider a new way of analysing consumer purchasing data. In brief the method consists of classifying consumers not by the usual demographic characteristics, but in terms of their purchasing behaviour in some previous period....

Catalogue: ESOMAR Congress 1966

Author: Gerald J. Goodhardt

September 1, 1966

The selection of market research executives

Although systematic personnel selection procedures have been shown to improve efficiency in many organisations which have introduced them, market research firms and departments have been slow to make use of these management techniques. This may be...

Catalogue: ESOMAR Congress 1966

Author: Ian R. Haldane

September 1, 1966

The meaning of "comparability" in multi-country research and how to achieve it

The basic themes of this paper are firstly that the idea of 'comparability' in relation to multi-country surveys needs to be examined specifically in relation to the market situation, and secondly that achieving comparability in this sense depends...

Catalogue: ESOMAR Congress 1966

Author: Robert L. Day

September 1, 1966

The market considered as a system in equilibrium and analysis of the factors governing its condition

This report is an attempt to identify, from observations made, the factors which affect the level of a market and the relative position of each manufacturer in the market. The observations used were made with the help of a Consumer Panel, a sample of...

Catalogue: ESOMAR Congress 1966

Author: C. Solard

September 1, 1966