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Research papers

The problems of market segmentation

Classic market research methods do not provide us with any basis for differentiation. In fact, they merely establish simple and rudimentary links between different socio-economic characteristics and buying behaviour, which amounts to slicing the...

Catalogue: The European Marketing Research Review 1967
Authors: Jean Lignel, Andre Cadet
August 1, 1967
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Citation

Lignel and Cadet (1967a, August 01). The problems of market segmentation. ANA - ESOMAR. Retrieved April 18, 2024, from


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


Research papers

Images under the magnifying glass

Our fundamental aim was to develop a new and more refined technique of image research which would be so simple to apply that the test persons to be questioned would not have to undergo too much strain, yet the results obtained from the interviews...

Catalogue: The European Marketing Research Review 1967
Author: Herbert Flögel
August 1, 1967
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Citation

Flögel, H. (1967a, August 01). Images under the magnifying glass. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/images-under-the-magnifying-glass


Research papers

Market research in insurance companies

In investigating the market for the services of insurance companies, the problems which market research has to solve are quite different in character from those that arise in industries which market manufactures, whether consumer or investment goods....

Catalogue: The European Marketing Research Review 1967
Author: Rolf Fröhner
August 1, 1967
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Citation

Fröhner, R. (1967a, August 01). Market research in insurance companies. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/market-research-in-insurance-companies


Research papers

Brand awareness and image in relation to purchasing behaviour

On behalf of certain Unilever marketing companies, Research Bureau conducts continuous brand image measurements under the title of the "Brand Performance Survey". This survey involves, for a given product field, some 6,000 interviews in a year with a...

Catalogue: The European Marketing Research Review 1967
Author: Michael M. Brown
August 1, 1967
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Citation

Brown, M. M. (1967a, August 01). Brand awareness and image in relation to purchasing behaviour. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/brand-awareness-and-image-in-relation-to-purchasing-behaviour


Research papers

The importance of market research in marketing management

The concept of marketing management contains two basic ideas. One is that of the "decision mind" (being physically limited to one or several persons), and the other is that of the executive team which consists generally of a larger or smaller number...

Catalogue: The European Marketing Research Review 1967
Author: Emilio Amal
August 1, 1967
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Citation

Amal, E. (1967a, August 01). The importance of market research in marketing management. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-importance-of-market-research-in-marketing-management