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Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971
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Citation

Fournis, Y. (1971a, June 15). Experimental methods in marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/experimental-methods-in-marketing


Research papers

Identifying the dimensions of brand image

One of the problems of brand image research lies in identifying which are the particular beliefs about and associations with the brands in question which ought to be measured. This paper discusses a number of different techniques which can be used...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: John Nolan
June 15, 1971
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Citation

Nolan, J. (1971a, June 15). Identifying the dimensions of brand image. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/identifying-the-dimensions-of-brand-image


Research papers

Towards an improved reading and noting technique

This experiment has, we believe for the first time, demonstrated that it is possible (in fact without having to "mount eye cameras onto magazines or their readers" to take a technique on which over the years millions of dollars and pounds have been...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: Robert Fletcher, Bill Mabey
June 15, 1971
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Citation

Fletcher and Mabey (1971a, June 15). Towards an improved reading and noting technique. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/towards-an-improved-reading-and-noting-technique


Research papers

Experiments in merging surveys (French)

When the results of two surveys based on various samples are to be used simultaneously, a merged file will be generated by grouping individuals from both origins, according to certain criteria. If the explained variables (behavioural), special to...

Catalogue: ESOMAR Congress 1968
Author: Jean-François Boss
June 15, 1968
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Citation

Boss, J. (1968a, June 15). Experiments in merging surveys (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/experiments-in-merging-surveys-french-


Research papers

Experiments in merging surveys

When the results of two surveys based on various samples are to be used simultaneously, a merged file will be generated by grouping individuals from both origins, according to certain criteria. If the explained variables (behavioural), special to...

Catalogue: ESOMAR Congress 1968
Author: Jean-François Boss
June 15, 1968
×

Citation

Boss, J. (1968a, June 15). Experiments in merging surveys. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/experiments-in-merging-surveys


Research papers

Forecasting capital expenditure on machinery and prefabricated buildings

This short paper summarises the main findings on some experimental research, particularly for the four year period 1960-1963. The paper will describe briefly, the thinking behind the approach, the method used to collect the information, what the data...

Catalogue: Seminar 1968: Market Research On Agriculture And Farmers
Author: W. Miller Crichton
May 1, 1968
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Citation

Crichton, W. M. (1968a, May 01). Forecasting capital expenditure on machinery and prefabricated buildings. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/forecasting-capital-expenditure-on-machinery-and-prefabricated-buildings


Research papers

Test marketing renewed in the test

Test marketing is a very wide-spread marketing term today. However, because it is seldom clearly understood, it is continually leading to misunderstandings. Frequently, one speaks of test marketing methods when one generally means scientific market...

Catalogue: The European Marketing Research Review 1966
Author: Hans-Jörg Besmer
August 1, 1966
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Citation

Besmer, H. (1966a, August 01). Test marketing renewed in the test . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/test-marketing-renewed-in-the-test-


Research papers

An experimental evaluation of the impact of advertisements

In analysing the effect of an advertisement there are two distinct criteria for evaluating this effect.:1. The consequences of the impression given; 2. The translation of the advertisement into action by the individual. In the first case, individual...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Herbert Steiner
June 1, 1966
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Citation

Steiner, H. (1966a, June 01). An experimental evaluation of the impact of advertisements. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-experimental-evaluation-of-the-impact-of-advertisements


Research papers

A test-interview-survey

Results of an experimental investigation concerning erroneous answering, non-representativeness of respondents, revisiting of interviewees refusing to answer.

Catalogue: ESOMAR/WAPOR Conference 1963
Author: W. Horn
June 15, 1963
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Citation

Horn, W. (1963a, June 15). A test-interview-survey . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-test-interview-survey-