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Research papers

Economic forecasts with special reference to field studies

I shall not specifically deal with economic forecasts of a general nature, but that I shall put the accent on market forecasts. It may well be reasoned that every market forecast presupposes a forecast of the business situation and of any expected...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Jan van Rees
June 15, 1956

Research papers

Following some drugs markets (French)

The purpose of this study is to describe the utilisation of a set of methods including statistical and forecasting techniques within the pharmaceutical market.

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Bruno Jamet, Yves-Charles Quéroix
September 1, 1978

Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978

Research papers

Methodological considerations regarding marketing research for consumer durable goods

Forecasts for the demand for durable goods have been attempt- ed both by national economists, managerial economists and sample survey experts. Different methods have been tried with varying success. The national economists in trying to forecast the...

Catalogue: ESOMAR/WAPOR Conference 1955
Author: Leif Holbaek-Hanssen
June 15, 1955

Research papers

Long-range weather forecasting (3 years) and its application to market research

In the industrial field, which has been interested in this work since the foundation of the S.C.E.A.M., the applications of these weather forecasts bring to market research the meteorological factor which it had lacked until then, and which disturbs...

Catalogue: The European Marketing Research Review 1966
Authors: René Viart, Henri Roquetanifere
August 1, 1966

Case studies

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Nicolas Steinberg
June 15, 1967