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Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-french-


Research papers

Possibilities of test marketing

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966
Author: Armin Hbger
September 1, 1966
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Citation

Hbger, A. (1966a, September 01). Possibilities of test marketing. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/possibilities-of-test-marketing


Research papers

Some techniques and interesting results in discrimination testing

Profits on repeat-purchase consumer goods can be increased by replacing raw materials with cheaper substitutes while maintaining sales. In these cases, it is obviously essential that the performance of the finished product does not suffer. But it is...

Catalogue: ESOMAR Congress 1966
Author: Colin Greenhalgh
September 1, 1966
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Citation

Greenhalgh, C. (1966a, September 01). Some techniques and interesting results in discrimination testing. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/some-techniques-and-interesting-results-in-discrimination-testing


Research papers

Research for ranges, assortments and multi-brand manufacturers

In many cases, a manufacturer will market not one item but several in a given product group. These may either be in the form of a range, such as a range of different flavours of soup, or as an assortment, such as a mixed assortment of confectionery,...

Catalogue: ESOMAR Congress 1966
Author: Lorne James Rothman
September 1, 1966
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Citation

Rothman, L. J. (1966a, September 01). Research for ranges, assortments and multi-brand manufacturers. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/research-for-ranges-assortments-and-multi-brand-manufacturers


Research papers

The re-launch of a relaxant in Italy

This report describes the techniques used in and the results obtained from investigations carried out to prepare for the re-launch of a relaxant on the Italian market. The investigation was in two parts: the first designed to measure the...

Catalogue: ESOMAR Congress 1966
Author: Emilio Plate
September 1, 1966
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Citation

Plate, E. (1966a, September 01). The re-launch of a relaxant in Italy. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-re-launch-of-a-relaxant-in-italy


Research papers

The logic of models in market research

From the definition of market research, we see that the explicit formulation of the hypotheses , and their formalisation in a "model", constitute a very important guide to the observation or picking out of the data; and they provide a useful frame of...

Catalogue: The European Marketing Research Review 1966
Author: Pietro Gennaro
August 1, 1966
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Citation

Gennaro, P. (1966a, August 01). The logic of models in market research. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-logic-of-models-in-market-research


Research papers

Test marketing renewed in the test

Test marketing is a very wide-spread marketing term today. However, because it is seldom clearly understood, it is continually leading to misunderstandings. Frequently, one speaks of test marketing methods when one generally means scientific market...

Catalogue: The European Marketing Research Review 1966
Author: Hans-Jörg Besmer
August 1, 1966
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Citation

Besmer, H. (1966a, August 01). Test marketing renewed in the test . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/test-marketing-renewed-in-the-test-


Research papers

Some unusual sampling experiences in human systems problems

Sampling theory is well developed and well known. The most satisfactory methods are also simple. Unfortunately the theoretically sound and simple methods can seldom be applied in practice in sampling human population. It is often impossible to find...

Catalogue: The European Marketing Research Review 1966
Author: Leslie Wilkins
August 1, 1966
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Citation

Wilkins, L. (1966a, August 01). Some unusual sampling experiences in human systems problems. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/some-unusual-sampling-experiences-in-human-systems-problems


Research papers

How useful is proposition testing?

Arguments about proposition testing tend to generate much warmth but relatively little light. The situation remains confused. Among advertisers there is a whole spectrum of views, ranging from firm belief to total disillusionment. Most agency and...

Catalogue: The European Marketing Research Review 1966
Author: Stephen King
August 1, 1966
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Citation

King, S. (1966a, August 01). How useful is proposition testing?. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/how-useful-is-proposition-testing-