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Research papers

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands
Authors: John Baker, Tony Camp, Len J. Marchant
June 15, 1994
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Citation

Baker, Camp and Marchant (1994a, June 15). Understanding brand success. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/understanding-brand-success


Research papers

Policy research and care of the elderly

The Government has now enunciated its alternative; its present policy is to depend increasingly on 'community care'. The primary objective of the Department's policy on the care of the elderly is to enable old people to maintain independent lives in...

Catalogue: Seminar 1977: Social Research
Authors: Mark Abrams, Len J. Marchant
December 1, 1977
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Citation

Abrams and Marchant (1977a, December 01). Policy research and care of the elderly. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/policy-research-and-care-of-the-elderly


Research papers

Is attitude segmentation in the holiday market a reliable predictor of future behaviour?

This paper sets out firstly to describe the historic development of market segmentation in tourism research, through a review of ESOMAR and other published sources. We then reconsider the fundamental methods and objectives of market segmentation and...

Catalogue: Seminar 1977: Travel And Tourism
Authors: Dawn Mitchell, Len J. Marchant
June 15, 1977
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Citation

Mitchell and Marchant (1977a, June 15). Is attitude segmentation in the holiday market a reliable predictor of future behaviour?. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/is-attitude-segmentation-in-the-holiday-market-a-reliable-predictor-of-future-behaviour-


Case studies

A shopping centre

The project discussed in this paper set out to investigate the potential of non-metric multi-dimensional scaling techniques in studying the basis of competition between stores. The intention was to experiment to provide guidance for further projects...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Authors: C. Goud, Len J. Marchant
August 1, 1975
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Citation

Goud and Marchant (1975a, August 01). A shopping centre. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/a-shopping-centre


Research papers

The telephone in consumer research

If someone asks for a recommendation on interview technique the consumer researcher will probably mention personal, postal and telephone in that order. If someone ask specifically about telephone interviewing the researcher will probably say "quick...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: David Miln, David Stewart-Hunter, Len J. Marchant
September 1, 1974
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Citation

Miln, Stewart-Hunter and Marchant (1974a, September 01). The telephone in consumer research. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/the-telephone-in-consumer-research


Research papers

Survey weighting

This paper is directed at the numerate non-statistician. Its aim is to put the subject of weighting into perspective, to bring out the very real dangers and pitfalls of excessive weighting, to show how the effect of weighting can be assessed and to...

Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design
Author: Len J. Marchant
October 1, 1973
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Citation

Marchant, L. J. (1973a, October 01). Survey weighting. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/survey-weighting


Research papers

A practical approach to sampling for business readership studies

This paper has sought to show that the sampling problems could be overcome efficiently and economically. The identification problems could also be solved if the naive idea that one was after the 'decision makers' were abandoned: a definable group of...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: Len J. Marchant
January 1, 1973
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Citation

Marchant, L. J. (1973a, January 01). A practical approach to sampling for business readership studies. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/a-practical-approach-to-sampling-for-business-readership-studies


Research papers

Conceptual and mathematical models in belief and attitude research

After a brief discussion of the concepts of attitude and belief the paper goes on to outline some of the difficulties in measuring them. Reference is then made to some empirical findings which must be taken into account in developing concepts. A...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Len J. Marchant
June 15, 1971
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Citation

Marchant, L. J. (1971a, June 15). Conceptual and mathematical models in belief and attitude research. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/conceptual-and-mathematical-models-in-belief-and-attitude-research