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Research papers

Development of the product and corporate image of a radio station

The marketing objectives and programming output for a radio station never remain the same, neither do the problems. But the research programme set up in 1979 has proved to be an accurate and flexible instrument. Radio Tele Luxembourg is firmly...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Bruce Roberts, Malcom R. Mather
Company: Gallup International Association
June 15, 1981

Research papers

The democracy of opinion polls

Observation of the behaviour, attitudes and opinions, among other things, of a population can be done to achieve many objectives. Much of such studies belong to the field of market research, and much to social research. Opinion polling is included in...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Author: Norman L. Webb
Company: Gallup International Association
June 15, 1980

Research papers

Values for money

The London Transport Executive is a very important media owner. Gallup, who had previously worked with the LTE on commercial evaluation of posters, was asked if it could assess the extent to which posters shocked or offended the public. A form of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Norman L. Webb
Company: Gallup International Association
September 1, 1978

Research papers

Research to measure and improve quality standards in Mallorca hotels

A survey based on 2000 personal interviews, each lasting about one hour was conducted amongst Thomson clients in Mallorca. Consumer attitudes towards food, quality of service in the dining-room, bar service, hotel entertainment, bedrooms and other...

Catalogue: Seminar 1977: Travel And Tourism
Authors: Gordon Heald, Brian Gurnett
Company: Gallup International Association
June 15, 1977

Research papers

Opinion polling viewed by a late starter

The author draw from his experience that opinion polling is part of the main-stream of market research, not a seapart methodology. The remaining sections of this paper deal with his view on both technical and non-technical problems that have arisen...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Norman L. Webb
Company: Gallup International Association
August 1, 1975

Research papers

A recent in-store experiment for pre-testing promotions

This paper presents the findings of the experiment for one of the product groups tested and shows to what extent our objectives were achieved. It points out the difficulties encountered in carrying out a test of this kind and furthermore, the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: R. Chib
Company: Gallup International Association
June 15, 1971

Research papers

The use of covariance analysis as a means of analysing the price-setting policy for a company's product

Covariance analysis is a combination of regression analysis and the analysis of variance. From the latter's standpoint it can be used with any of the above experimental designs to increase the precision of the experiment by removing one or more...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Gordon Heald
Company: Gallup International Association
June 15, 1971

Research papers

The paradox of memory in market research

The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers. The problem of respondent memory in market research is illustrated from...

Catalogue: ESOMAR Congress 1968
Authors: Henry Durant, Martin Simmons
Company: Gallup International Association
June 15, 1968

Research papers

Aided recall

The examples given here: the Irish readership survey, the family Interview for consumer durables, the 7-day aided recall survey, the cigarette study, have a common philosophy. The techniques respect both the respondent and the interviewer. They...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: William Gregory
Company: Gallup International Association
June 15, 1961