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Research papers

The quantification of marketing factors

The market research has largely contributed in recent years to provide facts. Instead of illusions that one had about the conditions of the market. The management has been able to make decisions on an evaluation more realistic and more accurate.

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Eric Shankleman
June 15, 1959
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Citation

Shankleman, E. (1959a, June 15). The quantification of marketing factors. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/the-quantification-of-marketing-factors


Research papers

A new concept of marketing

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
June 15, 1959
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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/a-new-concept-of-marketing


Research papers

The British voter and Party images

The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Henry Durant
June 15, 1959
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Citation

Durant, H. (1959a, June 15). The British voter and Party images. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/the-british-voter-and-party-images


Research papers

How operational research can be used in deciding which models of a product are to be made (French)

When the A.O.I.P. acquired the Beyraud patents concerning a starter for electric motors based on an entirely new principle, the problem arose of choosing between the different models of this equipment. For this choice, we have had recourse to a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Raoul Laffy
June 15, 1959
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Citation

Laffy, R. (1959a, June 15). How operational research can be used in deciding which models of a product are to be made (French). ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/how-operational-research-can-be-used-in-deciding-which-models-of-a-product-are-to-be-made-french-


Research papers
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Citation

Schmidtchen, G. (1959a, June 15). Measuring the effects of mass-communication. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/measuring-the-effects-of-mass-communication


Research papers

Operations research

Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Friedrich Wendt
June 15, 1959
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Citation

Wendt, F. (1959a, June 15). Operations research. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/operations-research


Research papers

Measuring the impact of television programmes

Much of the work of measuring the impact of television consists of measuring the extent to which the viewers enjoy what they choose to view. There are two main systems of measuring reaction to television programmes. The first is to "rate" the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: B. P. Emmett
June 15, 1959
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Citation

Emmett, B. P. (1959a, June 15). Measuring the impact of television programmes. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/measuring-the-impact-of-television-programmes


Research papers

Quantification in motivation research

The main aim of this exposition was to show that the absence of quantitatively verified, results is not inherent in motivation research. On the other hand, and we stress this point, we do not think that quantification is an absolute necessity for all...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Emeric Deutsch
June 15, 1959
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Citation

Deutsch, E. (1959a, June 15). Quantification in motivation research. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/quantification-in-motivation-research


Research papers

Marketing research policy and programme

The function of a marketing research department is essentially: a tool for management. This means that such a department must assist the management in obtaining facts and insights necessary for ah efficient and long-range operation of the business....

Catalogue: ESOMAR Congress 1958
Author: Jan van Rees
June 15, 1958
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Citation

van Rees, J. (1958a, June 15). Marketing research policy and programme . ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/marketing-research-policy-and-programme-