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Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987

Research papers

Perceived polarity in retailing

According to Davidson, this polarity was structured along a single axis opposing mass merchandising and highly specialised boutiques with "conventional and often non programmed single line stores" in between. Such a polarity could be observed for...

Catalogue: ESOMAR Congress 1987
Author: Marc Filser
September 1, 1987

Research papers

The history of public opinion polls

Anyone can sound public opinion. In Athenian Greece it was done with demos, but only a tiny elite had a say; in the 18th Century the Frenchman J. Hector St John de Crevecoeur travelled the American colonies probing the public mood, in the 19th...

Catalogue: ESOMAR Congress 1987
Author: Robert M. Worcester
September 1, 1987

Research papers

Electronic shopping

In my paper two vital distinctions are made; the distinction between shopping on the one hand and paying on the other the distinction between home access and public access systems. Following this the paper can be divided in four parts. The paper has...

Catalogue: ESOMAR Congress 1987
Author: Janny N. Lok
September 1, 1987

Research papers

The stimulation of the right side of the brain in market and brand image research

This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of...

Catalogue: ESOMAR Congress 1987
Author: Hubert Jaoui
September 1, 1987

Research papers

The use of high quality software and inexpensive apparatus for high tech research service

This paper describes a pragmatic approach to the adaptation of the very advanced market research systems implemented in the United States to the smaller markets which predominate in Europe. The research service we speak of is based on the use of...

Catalogue: ESOMAR Congress 1987
Author: Goos Eilander
Company: Burke, Inc.
September 1, 1987