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Research papers

How reliable are portfolio tests? (German)

One of the oldest techniques to test the level of attention of advertisements, yet nevertheless still often in practice today, is the portfolio test: the test person goes through a folder usually containing 10 advertisements. Afterwards it is...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jörg Rehorn
September 1, 1980

Research papers

Lasers, microprocessors and the coming revolution in market resesrch

This paper discusses the probable development in the decade ahead of electronic scanners as a source of market research data, and their possibly fundamental implications for packaged goods marketing - and market research practice. Problems of sample...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Derek Bloom
September 1, 1980

Research papers

Panel prediction techniques

The paper discusses the reasons why Consumer Panels are among the research techniques considered to be likely to lead in terms of future growth in market research, notably in relation to specialist Panels, increased practical sophistication of data...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: John Parfitt, Reg Clay
Company: Colgate-Palmolive
September 1, 1980

Research papers

The refinement of multi-media analyses about useful criteria for media planning

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1980

Research papers

Are early triers innovators?

In this paper, we first argue that the word "innovator" may be inappropriate to describe early triers of new grocery products, because such products are often not real innovations. Besides, an innovator is classically defined as the adopter of a new...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Jean-Nöel Kapferer, Gilles Laurent
September 1, 1980