Resources Library by ANA

Reader magazine relationship and advertising effectiveness

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Dieter Müller-Veeh

March 1, 1976

Yea-saying

This paper takes a careful look at the phenomenon of 'yea- saying' , defined as "the tendency of respondents to express agreement with a statement irrespective of the attitude expressed by that statement". Most experienced researchers would probably...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Roger J. Stubbs, Peter Hutton

June 15, 1976

An exercise in trade-off

The paper demonstrates how a very simple approach was applied to a particular problem of 'Trade Off'. As part of a large scale survey into the public knowledge of, and attitudes towards Local Authority Financing, Research Surveys of Great Britain...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: John R. Lawford

September 1, 1976

Measuring knowledge and attitudes in the field of national savings

The National Savings Committee organises three forms of National Savings on behalf of the Government. A large scale motivation research enquiry was commissioned by the Committee with the primary purpose of providing advertising guidance. This paper...

Catalogue: ESOMAR Congress 1968

Author: Jean Morton-Williams

June 15, 1968

Measurement of media intangibles (French)

Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Andre Chudnoff

June 15, 1959

Motivation research applied to political attitudes (French)

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Denis Lindon

June 15, 1959

Marketing to women in traditionally male markets

The paper discusses the influence of more non-married women, more working women, more supermarket shopping and a generally increased need to share activities with their husbands, as reasons why women are encroaching into traditionally male markets.

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Maggie Stanway

June 18, 1980

How British and American employees view their companies and their jobs

This paper examines American and British attitude data bases and compares American managers' and employees' attitudes to British managers' and employees' attitudes. Data for these comparisons are derived from: Hay Associates and ORC in the USA, and...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Michael R. Cooper, Robert M. Worcester

June 15, 1981

The role of trade attitude research upon the business strategy decision making process

The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Authors: Michael Hague-Moss, Barrie Parker

Company: Colgate-Palmolive

June 15, 1982