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Research papers

Research can and does help advertising

Advertising is one of the means to move products (or services) to the consumer, to make consumers (in all their varieties, including industrial buyers e.g.) buy the goods or services that are being advertised. There are those who say advertising...

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

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

Research and decision

The paper is divide in four parts: the first part is an introduction paragraph. The second is an analysis of the function that management performs in business. The third part is an analysis of the new and developing techniques in the field of market...

Catalogue: ESOMAR Congress 1956: Advertising Research
Authors: H. S. Rich, J. S. Smith
June 15, 1956

Research papers

Advertising and marketing research (French)

Nowadays, it has become a trivial matter to note that the techniques of market studies have historically their first development. In the search by the industrials for a better profitability of their public expenditure. In the many studies which...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Philippe De Vendeuvre
June 15, 1956

Research papers

Market research for petroleum products in the automotive field

Market research for petroleum products obviously concerns the marketing sector of the petroleum industry. The function of the marketing company is, however, largely determined by its place at the end of the chain: exploration - production - refining...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: D. Leerentveld
June 15, 1956

Research papers

Study for non-durables consumer goods (English and French)

Purchase periodicity is a problem of simple mathematic, but the remembrance kept by the buyer is a psychological problem in the sense of "uncertain knowledge and fragmentary of human mind facilitating our affinity with other men.

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Pierre Lacoste
June 15, 1956

Research papers

The case for comparative secondary analysis

The rapid development of sample survey research in all countries of Western Europe during the years since the end of World War II has not only given social scientists access to an immense body of new data for an under standing of their own societies,...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Stein Rokkan
June 15, 1956

Research papers

Consumers economic expectations and intentions as revealed by sample surveys

Surveys into consumers' expectations and intentions can deal with two aspects of buying behaviour and expectations: a) particular, and b) general. I would like to discuss first: the particular. This division is not a strict one, but the sense in...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Henry Durant
June 15, 1956

Research papers

Some principles in product testing

Through the technique of offering the products, the make-up of the tested products, samples and ways of questioning, several types and methods for the product-test can be developed which will be particularly useful with regard to their suitability...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Fritz Lohmeier
June 15, 1956