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Research papers

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968
Authors: Jacqueline Twigg, Alan Wolfe
Company: Ogilvy
June 15, 1968
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Citation

Twigg and Wolfe (1968a, June 15). Problems in communicating the results of market segmentation studies. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/problems-in-communicating-the-results-of-market-segmentation-studies


Research papers

The Daphne language and its use in market studies

DAPHNE is a programming language for file analysis. Most of the operations currently used in file analysis can be easily programmed in DAPHNE. Among these operations are percentages, valuation, selection, editing and output of the results. This paper...

Catalogue: ESOMAR Congress 1968
Authors: G. Letellier, P. Mathelot
June 15, 1968
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Citation

Letellier and Mathelot (1968a, June 15). The Daphne language and its use in market studies. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/the-daphne-language-and-its-use-in-market-studies


Research papers

Decline in the status of household decision-making

This paper presents a theory of change in household decision-making. The general contention is that household decisions are a function of family and social organisation. Over the last few decades family organisation has undergone and is continuing to...

Catalogue: ESOMAR Congress 1968
Author: Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1968
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Citation

Cooper, P. (1968a, June 15). Decline in the status of household decision-making. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/decline-in-the-status-of-household-decision-making


Research papers

Consistency of purchasing and television viewing behaviour optimum periods for study

The correlation that may exist between advertising pressure and effectiveness can be expressed as a response function for marketing purposes, perhaps the most interesting relationship is that which may exist between media exposure and sales, and it...

Catalogue: ESOMAR Congress 1968
Authors: Michael J. West, Stephan Buck
June 15, 1968
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Citation

West and Buck (1968a, June 15). Consistency of purchasing and television viewing behaviour optimum periods for study. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/consistency-of-purchasing-and-television-viewing-behaviour-optimum-periods-for-study


Research papers

Possibilities and problems of cumulated surveys (German)

Conventional data analysis concentrates on individual surveys of not more than 2000 respondents. Hypotheses regarding small sub-groups of the population cannot be tested with these surveys. Special surveys with disproportionate samples or with a...

Catalogue: ESOMAR Congress 1968
Authors: Hans Dieter Klingemann, Franz Urban Pappi
June 15, 1968
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Citation

Klingemann and Pappi (1968a, June 15). Possibilities and problems of cumulated surveys (German). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/possibilities-and-problems-of-cumulated-surveys-german-


Research papers

Search for potential clients

In 1967, 18% of housewives use MOUSPA, a household product launched in 1962. The commercial strategy of the Firm manufacturing MOUSPA is based on an expansion of the market for this product, while at the same time consolidating the positions it has...

Catalogue: ESOMAR Congress 1968
Author: Philippe Irrmann
Company: IFOP
June 15, 1968
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Citation

Irrmann, P. (1968a, June 15). Search for potential clients. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/search-for-potential-clients


Research papers

Decision behaviour by supermarket shoppers

This paper is centred around the results of two studies on planned and impulse purchases, by housewives, in four different super-markets. The method of the first study is similar to those of the DU PONT studies. The results emphasise factors bearing...

Catalogue: ESOMAR Congress 1968
Author: Antoine Pillet
June 15, 1968
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Citation

Pillet, A. (1968a, June 15). Decision behaviour by supermarket shoppers. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/decision-behaviour-by-supermarket-shoppers


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
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Citation

Boss, J. (1968a, June 15). Experiments in merging surveys. ANA - ESOMAR. Retrieved December 02, 2025, from


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


Research papers

Investigation of the market and the catering for the general public in CSSR

Extensive research has been carried out in 1966 in Czechoslovakia in the field of catering for the general public. The aim of this research was to lay down the conception of public catering for the period of time up to 1980. The purpose of the...

Catalogue: ESOMAR Congress 1968
Authors: A. Alt, P. Pokorny
June 15, 1968
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Citation

Alt and Pokorny (1968a, June 15). Investigation of the market and the catering for the general public in CSSR. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/investigation-of-the-market-and-the-catering-for-the-general-public-in-cssr