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Research papers

Uniformity and diversity in research operations in the USA and Europe

An American research buyer operating in Europe has his problems which are not unique to his situation but which are paralleled by any European buyer operating outside his own country, whether elsewhere in Europe, in the United States, or other...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Norman L. Webb
March 1, 1979
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Citation

Webb, N. L. (1979a, March 01). Uniformity and diversity in research operations in the USA and Europe. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/uniformity-and-diversity-in-research-operations-in-the-usa-and-europe


Research papers

Internationalizing marketing research

This treatise concerns the trending European-United States research environment and the inherent opportunity to internationalize marketing research practices. The first half addresses key factors drawing Europe and the United States closer together...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: John G. Keane
March 1, 1979
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Citation

Keane, J. G. (1979a, March 01). Internationalizing marketing research. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/internationalizing-marketing-research


Research papers

The case for primary readership

Consumer magazines occupy a unique position among U.S. advertising media. In total, they are a mass medium, yet taken individually, each carves out its own distinctive, selective audience. This selectivity is best delineated by primary readership,...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: William J. Wilson
March 1, 1979
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Citation

Wilson, W. J. (1979a, March 01). The case for primary readership. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/the-case-for-primary-readership


Research reports

Qualitative research into Yardley press advertising

J. Walter Thompson Ltd. has produced a series ofpress advertisements on behalf of Yardley Ltd.,which are designed in part to counteract thetraditional Yardley imagery, which, inter alia,involves conceptions of being dull, old-fashioned,and 'for older...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979
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Citation

, C. (1979a, March 01). Qualitative research into Yardley press advertising . ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-yardley-press-advertising--11335


Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979
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Citation

Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/high-ratings-can-be-wrong


Research papers

Multivariate perspectives

This paper is concerned with perspectives on the use of multivariate techniques in marketing. The marketing concept has taught us to define markets and products in terms of human needs. This has fostered two fundamental segmentation stratagems:...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Joseph R. Murphy
March 1, 1979
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Citation

Murphy, J. R. (1979a, March 01). Multivariate perspectives. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/multivariate-perspectives


Research papers

Multivariate procedures that will work anywhere

In the marketing research literature, the term 'multi- variate analysis' has been broadly used to include all statistical procedures that are concerned with the simultaneous analysis of the relationship among several variables. The emphasis in the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: B. Venkatesh
March 1, 1979
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Citation

Venkatesh, B. (1979a, March 01). Multivariate procedures that will work anywhere. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/multivariate-procedures-that-will-work-anywhere


Research papers

Consumer representation in government regulation

In the U.S. the Federal government is now participating more actively in marketing activities. It does so to reflect consumer interests and protect consumer welfare. Decisions reached by government regulators have far reaching effect on such...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: William Lazer, Priscilla La Barbera
March 1, 1979
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Citation

Lazer and La Barbera (1979a, March 01). Consumer representation in government regulation. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/consumer-representation-in-government-regulation


Research reports

Qualitative research into International Hotel usership and attitudes

Wells O'Brien Ltd. is currently concerned todevelop their existing campaign for theInter-Continental Hotel chain. This may involvethe development of the current strategy or the establishment of a new advertising direction.Accordingly, an in-depth...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979
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Citation

, C. (1979a, March 01). Qualitative research into International Hotel usership and attitudes. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-international-hotel-usership-and-attitudes