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Research papers

A low-cost approach to the development of a new sales management tool

The problem we had to resolve was of the simplest kind - the kind that can be handled in a matter of seconds by referring either to experience or to the findings of a survey panel, at least for a business working in ordinary kinds of market: that of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Jean-Louis Laborie, Michel Barjanski
September 1, 1978
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Citation

Laborie and Barjanski (1978a, September 01). A low-cost approach to the development of a new sales management tool. ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/a-low-cost-approach-to-the-development-of-a-new-sales-management-tool


Research papers

Beyond the boundaries of response

This paper will deal particularly with the response rate, using various sample-designs, and its bearing on the reliability of the results. The extent to which research findings are dependent on regional dispersion, however, will be treated in a...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Jean F. K. Dinjens, C. J. M. Pooters
September 1, 1978
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Citation

Dinjens and Pooters (1978a, September 01). Beyond the boundaries of response . ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/beyond-the-boundaries-of-response-


Research papers

Monitoring advertising cost effectively

The UK is well served by data sources dealing with audience/readership and by others showing comparative sales performance. But most marketing companies look to advertising to perform in several intermediate areas, short of sales. They then measure...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Peter A. Hoyes
September 1, 1978
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Citation

Hoyes, P. A. (1978a, September 01). Monitoring advertising cost effectively. ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/monitoring-advertising-cost-effectively


Research papers

Efficiency in sample design

The purpose of this paper is to discuss within the current context of non-probability sampling, the derivation of criteria for determining efficient survey design, and within that, the effects of sampling error and bias in relation to other sources...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Bill Blyth
September 1, 1978
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Citation

Blyth, B. (1978a, September 01). Efficiency in sample design. ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/efficiency-in-sample-design


Case studies

Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France

In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Jean-Louis Laborie, Nicole De Ferran
September 1, 1978
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Citation

Laborie and De Ferran (1978a, September 01). Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France . ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/market-position-of-the-tempo-stylon-tempo-junior-felt-pens-in-relation-to-their-main-competitors-in-france-


Research papers

Market research in the USSR: Reducing its costs and improving quality

The paper describes effective methods of solving problems that appeared in the durable consumer goods market (TV-sets) in the early 70's. In spite of time limitations the research program was successfully carried out at a rather low cost. The studies...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: B. A. Soloviov, A. B. Feldman, B. A. Khramtsov
September 1, 1978
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Citation

Soloviov, Feldman and Khramtsov (1978a, September 01). Market research in the USSR: Reducing its costs and improving quality . ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/market-research-in-the-ussr-reducing-its-costs-and-improving-quality-


Research papers

Covering non-response: Does it pay?

This paper deals with the results which can be expected when an intensive effort is made to attain the highest representative portrayal of the population studied, by means of eliminating non-response. The findings are based on a study in which...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Emile M. C. van Westerhoven
September 1, 1978
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Citation

van Westerhoven, E. M. (1978a, September 01). Covering non-response: Does it pay? . ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/covering-non-response-does-it-pay-


Research reports

Qualitative research on Impulse

Impulse, a perfumed deodorant, is marketed successfullyin various other countries. The Company has decidedto test market the brand in the UK. There is atpresent no similar product on the market, so Impulsewill have to create its own market.The...

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

, C. (1978a, September 01). Qualitative research on Impulse. ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-impulse


Research papers

Implementation of marketing models

In efforts to improve "the return on capital invested in market and social research" models can play an important role. To this end models have to be built which can and will be used in private industry or in the public sector, that is, implementable...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Philippe Autor Naert, Peter S.H. Leeflang
September 1, 1978
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Citation

Naert and Leeflang (1978a, September 01). Implementation of marketing models. ANA - ESOMAR. Retrieved August 07, 2025, from


https://ana.esomar.org/documents/implementation-of-marketing-models