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Research papers

Theoretical notes on an experiment

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Francisco Castaher, Jesus Ibanez
Company: Nestlé
September 1, 1970
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Citation

Castaher and Ibanez (1970a, September 01). Theoretical notes on an experiment. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/theoretical-notes-on-an-experiment


Research papers

The development and application of a new micro market testing technique

The paper describes the development and application of a new technique designed to expose a new product to test market type evaluation - in particular the crucial repeat buying factor - at the sort of cost involved in a product test. The technique...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Brian C. Pymont
September 1, 1970
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Citation

Pymont, B. C. (1970a, September 01). The development and application of a new micro market testing technique. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-development-and-application-of-a-new-micro-market-testing-technique


Research papers

How to use market segmentation for determining new product ideas?

The purpose of the exercise is to determine: 1. What are the gaps, the unfulfilled needs existing in a specific market which a new product could fulfil; 2. What the features of this new product should be; 3. To what segment of the market this new...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Klaus Ragnitz, M. Ungureanu
September 1, 1970
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Citation

Ragnitz and Ungureanu (1970a, September 01). How to use market segmentation for determining new product ideas?. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/how-to-use-market-segmentation-for-determining-new-product-ideas-


Research papers

The role of beliefs and values in prediction of consumer choices

Predicting consumer behavior with attitude measures has not always been successful. It is proposed to deal directly with the attitude components. In this article one such approach is discussed. Consumer decisions are studied in simulated choice...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Flemming Hansen
September 1, 1970
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Citation

Hansen, F. (1970a, September 01). The role of beliefs and values in prediction of consumer choices. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-role-of-beliefs-and-values-in-prediction-of-consumer-choices


Research papers

The practical application of package-goods marketing to international travel

It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: John R. Williams, Alan Wolfe
Company: Ogilvy
September 1, 1970
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Citation

Williams and Wolfe (1970a, September 01). The practical application of package-goods marketing to international travel. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-practical-application-of-package-goods-marketing-to-international-travel


Research papers

Measurement of the competitive pressure of advertising campaigns

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Dieter Müller-Veeh
September 1, 1970
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Citation

Müller-Veeh, D. (1970a, September 01). Measurement of the competitive pressure of advertising campaigns. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/measurement-of-the-competitive-pressure-of-advertising-campaigns


Research papers

Application of primary surveys and desk research to media planning (German)

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning (German). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-german-


Research papers

Example of application of advertising research

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Marc Vincent
September 1, 1970
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Citation

Vincent, M. (1970a, September 01). Example of application of advertising research. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/example-of-application-of-advertising-research