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Research papers

Media research

Introductory paragraph to the "Media research" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Media research. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/media-research-1957


Research papers

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Philip J. Brown
June 15, 1980
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Citation

Brown, P. J. (1980a, June 15). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/can-you-forecast-the-effectiveness-of-a-promotional-campaign--1916


Research papers

The quantum package

QUANTUM is a sophisticated package designed to maximise the benefits of computer technology for the Survey Practitioner. It is used extensively in Europe and USA for both ad-hoc surveys and larger more complex studies in the commercial and public...

Catalogue: Seminar 1980: Information Systems In Action
Author: Mark Katz
June 15, 1980
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Citation

Katz, M. (1980a, June 15). The quantum package. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-quantum-package


Research papers

The target group index

The Target Group Index has been one of the most successful research innovations over the period covered by this book. Despite initial worries by the industry about overloading respondents, it collects data about a wide range of product behaviour,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Christopher Minter
June 15, 1980
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Citation

Minter, C. (1980a, June 15). The target group index. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-target-group-index-2005


Research papers

Standardising advertising for the international market

Should advertising of various products and services be standardized in the international market, or are there too many cultural obstacles? Should gasoline or petrol products, a hand lotion, clothing, and other products be advertised in essentially...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Steuart Henderson Britt
June 15, 1980
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Citation

Britt, S. H. (1980a, June 15). Standardising advertising for the international market . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/standardising-advertising-for-the-international-market-


Research papers

Survey on opinion, attitude and voting intention during the 1979 British general election campaign

In the weeks just prior to the British general election of May 1979 Research Services Ltd. conducted a series of four surveys for a London Sunday newspaper, the Observer. In some ways, there was nothing unusual about the four surveys. They were of a...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Authors: Michael Warren, Anthony King
June 15, 1980
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Citation

Warren and King (1980a, June 15). Survey on opinion, attitude and voting intention during the 1979 British general election campaign. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/survey-on-opinion-attitude-and-voting-intention-during-the-1979-british-general-election-campaign


Research papers

The use of surveys by an international publication

A questionnaire inserted in the publication is normally a last resort, when used to obtain a description of the average reader. As an expression of the preferences of the more committed readers, as here, it seems so obvious that it is surprising it...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: G. Serrell
June 15, 1980
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Citation

Serrell, G. (1980a, June 15). The use of surveys by an international publication . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-use-of-surveys-by-an-international-publication-


Research papers

Translating qualitative research findings into successful advertising and marketing action

The paper sets out to show the unique role that carefully executed qualitative research can play in providing a detailed understanding of consumer behaviour within a given market, and of the attitudes, imagery, wants and needs which underlie and...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Goodyear
June 15, 1980
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Citation

Goodyear, M. (1980a, June 15). Translating qualitative research findings into successful advertising and marketing action . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/translating-qualitative-research-findings-into-successful-advertising-and-marketing-action-


Research papers

Trend-analyse and early warning systems for marketing management

Marketing Managers all over the world are overloaded with an abundance of information data. This information "overkill" has its source not only in the computer department of an enterprise. A very large part of it is produced and distributed by...

Catalogue: Seminar 1980: Information Systems In Action
Author: Ernest W. Hanhart
June 15, 1980
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Citation

Hanhart, E. W. (1980a, June 15). Trend-analyse and early warning systems for marketing management. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/trend-analyse-and-early-warning-systems-for-marketing-management