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Research papers

Studies in readership

This study is of very much wider interest than the title might suggest. Although the study was in fact a critical investigation of the methods currently used in the National Readership Survey conducted in the United Kingdom by the Institute of...

Catalogue: ESOMAR Yearbook 1962-1963
Author: ESOMAR B.V.
August 1, 1963

Research papers

The year's work

Report of the activities for the years 1962-63.

Catalogue: ESOMAR Yearbook 1962-1963
Author: ESOMAR B.V.
August 1, 1963

Research papers

Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961 (German)

My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but...

Catalogue: ESOMAR Yearbook 1962-1963
Author: ESOMAR B.V.
August 1, 1961

Research papers

Comment on Mr. Norman Squirrel's paper read on Tuesday morning, September 13th

The purpose for which discriminant analysis was developed, and for which it tends to be used in practice, is to obtain a function discriminating between individuals belonging to two or more populations, which can then be used to allocate further...

Catalogue: ESOMAR Conference 1960
Author: ESOMAR B.V.
September 13, 1960

Research papers

Creation of a brand image for a new product

The brand image ie to-day an established concept, and most marketing men are veil aware of its immense importance. Consequently brand image studies are now carried out to a great extent in most Western European and the North American markets. Much...

Catalogue: ESOMAR Conference 1960
Author: ESOMAR B.V.
June 15, 1960