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Research reports

Basic qualitative research on strategy & concepts

This research was conducted to make an in-depth study ofconsumer attitudes, beliefs and motivations in buying margarine, in order to establish possible strategies forpromoting Kraft margarines. As aids, several concepts andnew product ideas were...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1978
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Citation

, C. (1978a, September 01). Basic qualitative research on strategy & concepts. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/basic-qualitative-research-on-strategy-concepts


Research papers

An assessment of micro-behavioural modelling and its cost effectiveness

The paper argues the flexibility and versatility of this approach to modelling in terms of scale, scope, type of marketing problem and type of product field. Six case histories are cited, ranging from a simple use of Trade Off as an input to a...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: M. M. Blackston, J. A. Lunn
September 1, 1978
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Citation

Blackston and Lunn (1978a, September 01). An assessment of micro-behavioural modelling and its cost effectiveness. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/an-assessment-of-micro-behavioural-modelling-and-its-cost-effectiveness


Research papers

Following some drugs markets

The purpose of this study is to describe the utilisation of a set of methods including statistical and forecasting techniques within the pharmaceutical market.

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Bruno Jamet, Yves-Charles Quéroix
September 1, 1978
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Citation

Jamet and Quéroix (1978a, September 01). Following some drugs markets. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/following-some-drugs-markets


Research papers

An example of syndicate research

This paper shows an example of the optimization and reduction of a research budget. In 1977 an important research took place, based on 700 telephone interviews, 300 complete descriptions of stores, 300 interviews with points of sale managers, and...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Francis Georgel, Jean-Pierre Piotet, Michel Haski
September 1, 1978
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Citation

Georgel, Piotet and Haski (1978a, September 01). An example of syndicate research. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/an-example-of-syndicate-research


Research papers

Psychographics and retail banking

Amsterdam-Rotterdam Bank,N.V. (Amro Bank), one of the leading retail banks in the Netherlands, in 1975 faced the problem of how to re-segment the national market for personal savings and checking accounts. We felt that this market could be segmented...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Philip P. Todd
September 1, 1978
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Citation

Todd, P. P. (1978a, September 01). Psychographics and retail banking. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/psychographics-and-retail-banking


Research papers

The evaluation of the drink and drive advertising campaign 1976/1977

This paper presents a detailed case history of the 1976/77 advertising campaign to persuade people in Britain against drinking and driving. It deals firstly with the background to the campaign and the role of research in its development. The main...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Barry Lee, John A. Samuels
September 1, 1978
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Citation

Lee and Samuels (1978a, September 01). The evaluation of the drink and drive advertising campaign 1976/1977. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-evaluation-of-the-drink-and-drive-advertising-campaign-1976-1977


Research papers

The industrialization of market research

The value for money issue is not a new topic, it is as old as Market Research (MR) itself. It has taken different shapes over time however, conditioned as it is by two sets of factors which have clearly followed a certain time path. The first set of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Arie van der Zwan
September 1, 1978
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Citation

van der Zwan, A. (1978a, September 01). The industrialization of market research. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-industrialization-of-market-research


Research papers

Following some drugs markets (French)

The purpose of this study is to describe the utilisation of a set of methods including statistical and forecasting techniques within the pharmaceutical market.

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Bruno Jamet, Yves-Charles Quéroix
September 1, 1978
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Citation

Jamet and Quéroix (1978a, September 01). Following some drugs markets (French). ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/following-some-drugs-markets-french-


Research papers

How much to invest in this research?

When he comes to assess what he should reasonably invest in a piece of research, the research buyer may try to apply a relatively simple, "Bayesian" method. It consists first in writing down four figures which are the basic data of his problem (the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Hong Tia, Alain Kling
September 1, 1978
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Citation

Tia and Kling (1978a, September 01). How much to invest in this research?. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/how-much-to-invest-in-this-research-