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Research papers

The British voter and Party images

The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Henry Durant
June 15, 1959

Research papers

Scaling techniques for comparisons over time and between countries (French)

The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Henry Durant, Andrew Robert McIntosh
June 15, 1962

Research papers

Scaling techniques for comparisons over time and between countries

The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Henry Durant, Andrew Robert McIntosh
June 15, 1962

Research papers

Motivation research

«Motivation Research» is a convenient shorthand term and it certainly has great sales, appeal, because every one wants to know why consumers do what they do. The use of this title holds out the hope or perhaps even the promise that this kind of...

Catalogue: ESOMAR Congress 1958
Author: Henry Durant
June 15, 1958

Research papers

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: H. Jones, Graeme Cranch, Henry Durant
June 15, 1980

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