Resources Library by ANA

Basic research for product planning and product development

If a manufacturer of domestic appliances wants his product planning and product-development to be profitable in the long run, he will have to obtain some knowledge about the circumstances in which housewives do their work, besides analysing the...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Sander de Leve

Company: Philips International

June 15, 1965

Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component

This paper appears to he immediately concerned with advertising penetration. I propose to suggest that more formal analysis of the general notions used in marketing is extremely relevant and practical. There is a special reason for taking advertising...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: R. D. Godwin

June 15, 1962

EWG/EFTA and future marketing research problems

The first point I want to emphasise is that the major problem for economists and for the market researchers when they look to the long term future, cannot really be regarded as a problem of forecasting.

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: C. T. Saunders

June 15, 1961

Advertising research

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960

Author: Enrico Zanelli

Company: ESSO

June 15, 1960

Catalogue:

Author:

January 1, 1970