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Research papers

A long look at advertising research

One obvious way to build such knowledge would be to prepare a systematic programme of regular research. Desirable as this might be, it is not the aim of this note to advocate such programmes . What is advocated is more realistic : that each new piece...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Lucy Webster
June 1, 1966
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Citation

Webster, L. (1966a, June 01). A long look at advertising research. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/a-long-look-at-advertising-research


Research papers

Comparability in multi-country surveys

This paper discusses the following main points: 1. Either for combining findings from different countries, or for comparing them it is essential to have truly comparable data. 2. The use of the same methods in different countries does not by itself...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Lucy Webster
June 15, 1965
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Citation

Webster, L. (1965a, June 15). Comparability in multi-country surveys. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/comparability-in-multi-country-surveys