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Research papers

Translating qualitative research findings into successful advertising and marketing action

The paper sets out to show the unique role that carefully executed qualitative research can play in providing a detailed understanding of consumer behaviour within a given market, and of the attitudes, imagery, wants and needs which underlie and...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Goodyear
June 15, 1980
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Citation

Goodyear, M. (1980a, June 15). Translating qualitative research findings into successful advertising and marketing action . ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/translating-qualitative-research-findings-into-successful-advertising-and-marketing-action-


Research reports

Qualitative research into choc ices

Lyons Maid Ltd., are concerned to develop choc ice which in product terms in closest to theconsumer ideal (given certain cost constraints).Accordingly, a qualitative research exercise wasrequired in order to:1. Explore current attitudes andbehavior...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979
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Citation

, C. (1979a, July 01). Qualitative research into choc ices. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-choc-ices


Research papers

The state of new product research in Europe

This paper is an assessment of the state of new product research in Europe seen through the eyes of a director of an agency supplying research services in the European market. The author starts with some qualifying remarks as to the validity of the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Brian C. Pymont
March 1, 1979
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Citation

Pymont, B. C. (1979a, March 01). The state of new product research in Europe. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/the-state-of-new-product-research-in-europe


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
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Citation

Twyman, T. (1978a, June 14). Are long-term effects possible or measurable?. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable--1717


Research reports

Research report on C2 weekly-paid workers with current accounts at Gec Trafford Park sub-branch

Midland Bank Ltd., have little knowledge about thepotential of this type of sub-branch amongst thissocio-economic sector and hence research wassuggested to investigate attitudes towards the subbranch and motives and behavior concerning the operation...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1978
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Citation

, C. (1978a, April 01). Research report on C2 weekly-paid workers with current accounts at Gec Trafford Park sub-branch. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/research-report-on-c2-weekly-paid-workers-with-current-accounts-at-gec-trafford-park-sub-branch


Research papers

Perceived risk (German)

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977
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Citation

Schweiger, G. (1977a, August 28). Perceived risk (German). ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/perceived-risk-german-


Research papers

Perceived risk

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977
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Citation

Schweiger, G. (1977a, August 28). Perceived risk. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/perceived-risk


Research reports

Qualitative research into Heinz new product developments

An evaluation of the soft drinks market produced byDorland has suggested that there may be an opportunityfor Heinz to enter the market. Qualitative research was therefore required into thecarbonated drinks market in order to: 1. Explore current...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1977
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Citation

, C. (1977a, August 01). Qualitative research into Heinz new product developments. ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-heinz-new-product-developments


Research reports

Qualitative research into instant oat cereal

Kelloggs have developed an instant oat cereal with addedwheat bran which has performed satisfactorily in producttrials. It is intended to launch the brand as a competitorto Lyons Ready Brek.The aims of the research were to elicit behavioural...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 1, 1976
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Citation

, C. (1976a, October 01). Qualitative research into instant oat cereal . ANA - ESOMAR. Retrieved July 08, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-instant-oat-cereal-