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Research papers

Interviewing and field control

It must be stressed that, in this chapter, we are concerned with the role of professionally trained research interviewers who alone should be responsible for this vital phase in any project.

Catalogue: Consumer Market Research Handbook
Authors: John F. Drakeford, Valerie Farbridge
August 1, 1986
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Citation

Drakeford and Farbridge (1986a, August 01). Interviewing and field control. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/interviewing-and-field-control


Research papers

Telephone, mail and other techniques

This chapter is still concerned with occasions when the ‘standard’ forms of interviewing are inappropriate, though before a fourth edition of this work appears it seems likely that such a definition will need revision. In general terms...

Catalogue: Consumer Market Research Handbook
Authors: Leonard R. England, Peter Arnold
August 1, 1986
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Citation

England and Arnold (1986a, August 01). Telephone, mail and other techniques. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/telephone-mail-and-other-techniques


Research papers

Corporate image research

Corporate research encompasses all aspects of research conducted among publics of importance to the corporation, company or organisation in their direct role other than as customers. Consumers are obviously the primary target of marketing research,...

Catalogue: Consumer Market Research Handbook
Author: Robert M. Worcester
August 1, 1986
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Citation

Worcester, R. M. (1986a, August 01). Corporate image research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/corporate-image-research


Research papers

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook
Author: Mark R. C. Lovell
August 1, 1986
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Citation

Lovell, M. R. (1986a, August 01). Advertising research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/advertising-research


Research papers

Introduction

This section, as in earlier editions, concentrates on marketing research techniques. While the section is aimed principally at practitioners and students of market research, it may also prove useful to the market research user as a guide to the...

Catalogue: Consumer Market Research Handbook
Author: Robert M. Worcester
August 1, 1986
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Citation

Worcester, R. M. (1986a, August 01). Introduction. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/introduction-2866


Research papers

Qualitative research and motivation research

Qualitative research is usually exploratory or diagnostic. It involves small numbers of people who are not sampled on a probabilistic basis. They may. however, be selected to represent different categories of people from a given target market or...

Catalogue: Consumer Market Research Handbook
Author: Peter Sampson
August 1, 1986
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Citation

Sampson, P. (1986a, August 01). Qualitative research and motivation research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/qualitative-research-and-motivation-research


Research papers

Packaging research

Packaging is the key vehicle in the passage of many products from the manufactured state to the point of consumption. At the very least, it has to: contain the product physically; protect it from contamination or degradation; stand up to...

Catalogue: Consumer Market Research Handbook
Authors: William Schlackman, David Chittenden
August 1, 1986
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Citation

Schlackman and Chittenden (1986a, August 01). Packaging research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/packaging-research


Research papers

Statistics and significance testing

In this chapter, the emphasis will be on the ‘analysis and interpretation’ aspects of statistics dealing mainly with simple descriptive measures calculated from survey data and the testing of hypotheses about those data. The more advanced...

Catalogue: Consumer Market Research Handbook
Author: Paul Harris
August 1, 1986
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Citation

Harris, P. (1986a, August 01). Statistics and significance testing. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/statistics-and-significance-testing


Research papers

Television media research

This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and...

Catalogue: Consumer Market Research Handbook
Author: Tony Twyman
August 1, 1986
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Citation

Twyman, T. (1986a, August 01). Television media research. ANA - ESOMAR. Retrieved August 02, 2025, from


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