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Research papers

Scaling techniques for comparisons over time and between countries (French)

The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Henry Durant, Andrew Robert McIntosh
June 15, 1962
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Citation

Durant and McIntosh (1962a, June 15). Scaling techniques for comparisons over time and between countries (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/scaling-techniques-for-comparisons-over-time-and-between-countries-french-


Research papers

Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component

This paper appears to he immediately concerned with advertising penetration. I propose to suggest that more formal analysis of the general notions used in marketing is extremely relevant and practical. There is a special reason for taking advertising...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: R. D. Godwin
June 15, 1962
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Citation

Godwin, R. D. (1962a, June 15). Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/some-problems-in-the-definition-and-measurement-of-advertising-penetration-and-an-enquiry-into-two-alternative-methods-for-measuring-one-component


Research papers

The information concept as a key to industrial market research method

Can any market researcher think of a plausible reason why research in industrial markets lags so far behind research amongst consumers? Let us examine some facts, a literature about industrial market research (abbreviated IMR) is almost non-existent....

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Coen C. J. de Koning
June 15, 1962
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Citation

de Koning, C. C. (1962a, June 15). The information concept as a key to industrial market research method. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-information-concept-as-a-key-to-industrial-market-research-method


Research papers

Forecasting in consumer research

Everybody who is engaged in providing goods or services wants to act upon the American saying, "Buy today the newspaper of tomorrow". For this purpose he turns to the market researcher. If no clear answers can be found for the basic questions, he...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Charles Schlaepfer
September 9, 1961
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Citation

Schlaepfer, C. (1961a, September 09). Forecasting in consumer research . ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/forecasting-in-consumer-research-


Research papers

Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961 (German)

My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but...

Catalogue: ESOMAR Yearbook 1962-1963
Author: ESOMAR B.V.
August 1, 1961
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Citation

B.V., E. (1961a, August 01). Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961 (German). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/speech-by-professor-ludwig-erhard-german-federal-minister-for-economic-affairs-at-the-esomar-wapor-congress-in-baden-baden-on-september-11th-1961-german-


Research papers

Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961

My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but...

Catalogue: ESOMAR Yearbook 1962-1963
Author: Ludwig Erhard
August 1, 1961
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Citation

Erhard, L. (1961a, August 01). Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/speech-by-professor-ludwig-erhard-german-federal-minister-for-economic-affairs-at-the-esomar-wapor-congress-in-baden-baden-on-september-11th-1961


Research papers

A market with fine prospects

The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Heinz Alpers
June 15, 1961
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Citation

Alpers, H. (1961a, June 15). A market with fine prospects. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/a-market-with-fine-prospects


Research papers

The use of models and simulation techniques in the interpretation of market research data

In this paper I propose to make some suggestions for the use of models and simulation techniques, similar to those employed by operational research workers in industry, as a means of reproducing patterns of past behaviour and of predicting patterns...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: David Lowe-Watson
June 15, 1961
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Citation

Lowe-Watson, D. (1961a, June 15). The use of models and simulation techniques in the interpretation of market research data. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-use-of-models-and-simulation-techniques-in-the-interpretation-of-market-research-data


Research papers

Word of mouth and media (German)

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Berend H. Feddersen
June 15, 1961
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Citation

Feddersen, B. H. (1961a, June 15). Word of mouth and media (German). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/word-of-mouth-and-media-german-