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Research papers

Ernest Dichter

ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Ernest Dichter
June 15, 1990

Research papers

Archibald Crossley

ARCHIBALD CROSSLEY originated many of today's market research techniques. Founder of Crossley Surveys., he is widely noted for having been the first to measure audiences with his Crossley Radio Ratings, an innovation that, in the 1920s, laid the...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Archibald Maddock Crossley
June 15, 1990

Research papers

Hans Ziesel

HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and...

Catalogue: ARF Guidelines Handbook
Authors: Hans Ziesel, Rena Bartos
June 15, 1990

Research papers

Founding the fathers of advertising research

As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral...

Catalogue: ARF Guidelines Handbook
Author: Rena Bartos
June 15, 1990

Research papers

Keeping pace with the changing women's market around the world

The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Rena Bartos
June 15, 1990

Research papers

George Gallup

GEORGE GALLUP is executive head of the Gallup Organization, Inc. Author of many books and articles on public opinion research, he has been the recipient of five awards for outstanding achievement, including the Advertising Gold Medal Award -1964 and...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, George Gallup
June 15, 1990

Research papers

Henry Brenner

HENRY BRENNER has been associated with several research companies, many of which he founded. These include NPD Research, Acker Retail Audits, McCollum/Spieiman, OPOC Computing, Marketing Evaluations, and Home Testing Institute, among others. He is a...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Henry Brenner
June 15, 1990

Research papers

Alfred Politz

ALFRED POLITZ is the founder of Alfred Politz Research Inc. He has been the recipient of several leadership awards for his creative consumer and industrial research techniques and was named to the Marketing Hall of Fame in 1953. A frequent...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Alfred Politz
June 15, 1990

Research papers

Frank Stanton

FRANK STANTON served as president of the Columbia Broadcasting System from 1946 to 1971. He is associated with some of the country’s top corporations as a director and trustee, including Pan American World Airways, Atlantic Richfield...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Frank Stanton
June 15, 1990