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Research papers

Presentation of industrial marketing research reports

I am writing this paper as an employee of a large manufacturing company with a fairly stable readership. Reports have gradually been moulded to the readership and the principles developed may not be universally applicable. I suggest, however, that...

Catalogue: The European Marketing Research Review 1968
Author: W. A. Westgate
August 1, 1968
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Citation

Westgate, W. A. (1968a, August 01). Presentation of industrial marketing research reports. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/presentation-of-industrial-marketing-research-reports


Research papers

Market research for suppliers

The intensive development of productive forces leads to permanent quantitative and qualitative changes in the market relations. In the sphere of tenders the changes occur not only in the dynamics of the development and of the selling conditions, but...

Catalogue: The European Marketing Research Review 1968
Author: Atanaskovic Srboljub
August 1, 1968
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Citation

Srboljub, A. (1968a, August 01). Market research for suppliers. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/market-research-for-suppliers


Research papers

Experience gained in a multistage verbal panel survey (German)

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968
Author: Peer Müller-Grote
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1968
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Citation

Müller-Grote, P. (1968a, June 15). Experience gained in a multistage verbal panel survey (German). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/experience-gained-in-a-multistage-verbal-panel-survey-german-


Research papers

Measuring knowledge and attitudes in the field of national savings

The National Savings Committee organises three forms of National Savings on behalf of the Government. A large scale motivation research enquiry was commissioned by the Committee with the primary purpose of providing advertising guidance. This paper...

Catalogue: ESOMAR Congress 1968
Author: Jean Morton-Williams
June 15, 1968
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Citation

Morton-Williams, J. (1968a, June 15). Measuring knowledge and attitudes in the field of national savings. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/measuring-knowledge-and-attitudes-in-the-field-of-national-savings


Research papers

Profitability and the comprehensive view (French)

I shall not attempt to forecast the future of market research in the seventies, but I just want to bring up two particularly important aspects that both theoretical and practical research ought to tackle and get into perspective, if not solve...

Catalogue: ESOMAR Congress 1968
Author: Jean-Pierre Therme
June 15, 1968
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Citation

Therme, J. (1968a, June 15). Profitability and the comprehensive view (French). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/profitability-and-the-comprehensive-view-french-


Research papers

Electronic computers, marketing models and commercial management (French)

Informatics and integrated data processing are foremost in the minds of company managers who want to keep on making their decisions in a quickly changing business world. The use of the electronic computer has added a new dimension to the...

Catalogue: ESOMAR Congress 1968
Authors: Louise Perruche, Pierre Jourdan
June 15, 1968
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Citation

Perruche and Jourdan (1968a, June 15). Electronic computers, marketing models and commercial management (French). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/electronic-computers-marketing-models-and-commercial-management-french-


Research papers

Mass communication of political arguments

Within the scope of collectively sponsored consumer studies carried out on large probability samples from the adult Swedish population, questions have been put about attitudes towards political parties as well as towards business enterprises. At the...

Catalogue: ESOMAR Congress 1968
Author: Jarko Cerha
June 15, 1968
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Citation

Cerha, J. (1968a, June 15). Mass communication of political arguments. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/mass-communication-of-political-arguments


Research papers

Market research in the 1970's

Market research and marketing theory will grow more and more together. Market research will, to a greater extent, be built directly into the decision making process. The age of "interesting market studies" will be left behind. The market research in...

Catalogue: ESOMAR Congress 1968
Author: Arne Rasmussen
June 15, 1968
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Citation

Rasmussen, A. (1968a, June 15). Market research in the 1970's. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/market-research-in-the-1970-s


Research papers

Is opinion leader and opinion follower identical person?

The classic two-step hypothesis was rejected by its creators. Subsequent studies have demonstrated shortcomings in the data on which the hypothesis was based. For one thing, the dichotomy of opinion leaders and followers was shown to be unfortunate...

Catalogue: ESOMAR Congress 1968
Author: Arthur Graham
June 15, 1968
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Citation

Graham, A. (1968a, June 15). Is opinion leader and opinion follower identical person?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/is-opinion-leader-and-opinion-follower-identical-person-