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Research papers

Sources of error in the personal interview

This paper is concerned with the quality of the data derived from the personal interview. The possible sources of error at each stage of the interview are examined. Error arising from the selection of respondents by the interviewer, and from faulty...

Catalogue: The European Marketing Research Review 1972
Author: Joan Macfarlane Smith
June 15, 1972
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Citation

Macfarlane Smith, J. (1972a, June 15). Sources of error in the personal interview. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/sources-of-error-in-the-personal-interview


Research papers

Market researchers in Europe

ESOMAR has carried out a survey of the scope and the organisation of market researchers in Europe. This was not a field survey, which, on grounds of cost, could not be contemplated, but a series of interviews by experts. The experts were ESOMAR's...

Catalogue: The European Marketing Research Review 1972
Author: Werner Wyss
June 15, 1972
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Citation

Wyss, W. (1972a, June 15). Market researchers in Europe. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/market-researchers-in-europe


Research papers

Market research now has to be on a European scale

The need for research in Europe could thus fall into one (or a combination) of the following clearly defined important groups. A. Single country projects in order to establish first of all if there is a potential market in the country and possibly...

Catalogue: The European Marketing Research Review 1972
Author: Nicholas M. Rubashow
June 15, 1972
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Citation

Rubashow, N. M. (1972a, June 15). Market research now has to be on a European scale. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/market-research-now-has-to-be-on-a-european-scale


Research papers

The significance of segmentation

If we are going to be successful in our marketing it is necessary to achieve certain standards of profitability. The further removed the customer is from the producing company, the more difficult it is to promote products and services to him without...

Catalogue: The European Marketing Research Review 1972
Author: J. D. Waterworth
June 15, 1972
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Citation

Waterworth, J. D. (1972a, June 15). The significance of segmentation. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/the-significance-of-segmentation


Research papers

Consumer goods market research and marketing policy

The management of an undertaking conducted on marketing lines must at all times be in a position to survey the whole multiplicity and complexity of the events occurring in the market. It is the task of market research to obtain information on the...

Catalogue: The European Marketing Research Review 1972
Author: Ulrich Bender
June 15, 1972
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Citation

Bender, U. (1972a, June 15). Consumer goods market research and marketing policy. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/consumer-goods-market-research-and-marketing-policy


Research papers

Buying situation and buyer's information behaviour

Factors influencing buyer's behaviour may be grouped into three main classes: 1) the individual, 2) the environment and 3) the situation. Up till now especially factors from the two first classes have been included in the study of buyer's behaviour.

Catalogue: The European Marketing Research Review 1972
Author: Kjell Gronhaug
June 15, 1972
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Citation

Gronhaug, K. (1972a, June 15). Buying situation and buyer's information behaviour. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/buying-situation-and-buyer-s-information-behaviour


Research papers

Industrial marketing and market research

Market research is defined as the collection and the systematic analysis of the factors that have an influence on the market, its development, and, more generally, on the environment of the enterprise, in order to produce, in a realistic manner,...

Catalogue: The European Marketing Research Review 1972
Author: Philippe Enquin
June 15, 1972
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Citation

Enquin, P. (1972a, June 15). Industrial marketing and market research. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/industrial-marketing-and-market-research