The Politz papers: science and truth in marketing research
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill.
American Marketing Assoc.
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 351 S. Ill. : graph. Darst. |
| ISBN: | 0877572100 |
Internformat
MARC
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| 245 | 1 | 0 | |a The Politz papers |b science and truth in marketing research |c ed. by Hugh S. Hardy |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Preface ix
Foreword—by Darrell B. Lucas.
—Additional Comments by W. Edwards Deming xi
1 Alfred Politz, the Man 1
2 Imaginative Use of Marketing Research in Strategy
Development 15
3 The Product, the Majesty 30
Introduction
3.1 The Illusion of the Image and the Excess Power of
Groups 30
3.2 The Dilemma of Creative Advertising 36
4 The Design Analysis of Predictive Marketing Research 44
Introduction
4.1 Validity Reliability of Marketing Studies 46
4.2 Questionnaire Validity Through the Opinion Forming
Question 56
4.3 Motivation Research from a Research Viewpoint 63
4.4 How to Solve a Typical Consumer Research Problem.. 73
4.5 The Relationship Between Research and Creativeness.. 75
4.6 Ten Pitfalls in Marketing Research 83
4.7 What s the Yardstick for Research? 86
4.8 Science and Advertising—Observations on Operations
Research 90
5 Research and Prediction 93
Introduction
5.1 Effective Market and Opinion Research 94
5.2 On the Necessity of Presenting Consumer Preferences
as Predictions 100
5.3 Science and Truth in Marketing Research 106
6 Advertising and Advertising Research 123
Introduction
6.1 Research Should Not Scoff at the Advertisers
Hunches 125
6.2 Politz on Copy—Make the Sales Points Stick Out 130
6.3 How Consumer Research Can Create Better Ads 139
6.4 How Advertising Affects Attitudes and Buying
Decisions 145
6.5 Applying Research to the Determination of
Advertising Values 153
6.6 The Effect of Advertising Its Measurement 159
6.7 Measures of Advertising Effect 166
vii
viii The Politz Papers
6.8 Miscellaneous Comments on Advertising 170
7 Advertising Media Research 173
Introduction
7.1 Magazine Readership Research—general 177
7.2 Family vs. Individual In Measurement of Audiences.... 183
7.3 A Critical Appraisal of Media Research 188
7.4 Filling the Gap in Magazine Media Research 206
7.5 Media Performance vs. Copy Performance 216
7.6 Radio Advertising Research 221
7.7 Outdoor Advertising Research
—Can Research Increase Trustworthiness Through
Elimination of the Human Error? 223
7.8 Report on A Study of Outside Transit Poster
Exposure 226
7.9 Research Standards for the 1964 Politz Magazine
Study 238
8 Sampling Procedures in Consumer Research 244
Introduction by Lester R. Frankel
8.1 Principles of Our Sampling Technique 246
8.2 The Politz Plan 249
8.3 Evaluation of Sampling Techniques 252
8.4 Can an Advertiser Believe What Mail Surveys Tell
Him? 257
—The BMB Sample 268
8.5 Can We Make Sound Sampling More Popular? 263
8.6 Alphabetic Segment Sampling 270
9 Alfred Politz and Political Polling 280
Introduction and commentary by E. Lawrence Deckinger
10 About the Influence of Politz on European Research 291
Introduction and commentary by Wolfgang Schaefer.
11 Epilogue—The Legacy of a Research Legend 302
APPENDICES
I. Participants in The Politz Papers project 307
II. Advertising Psychology Technique: Theory Practice of
Modern Advertising , by Alfred Politz 309
III. A Typical Recommendation Letter to a Client (Coca Cola) 314
IV. Excerpts from a Technical appendix to the Transportation Adver¬
tising Experimental Study, April 1944 319
V. Introduction to: A Study of the Accumulative Audience of
LIFE—1950 325
VI. The Nights at Home Method 341
VII. Awards Honors Received by Alfred Politz 350
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| isbn | 0877572100 |
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| spelling | The Politz papers science and truth in marketing research ed. by Hugh S. Hardy Chicago, Ill. American Marketing Assoc. 1990 XVII, 351 S. Ill. : graph. Darst. txt rdacontent n rdamedia nc rdacarrier Politz, Alfred <m. 1982> Politz, Alfred <d. 1982> Politz, Alfred -1982 (DE-588)11903977X gnd rswk-swf Marketing - Recherche - États-Unis - Histoire Publicité - Recherche - États-Unis - Histoire Geschichte Advertising Research Marketing research United States History Marktforschung (DE-588)4037630-8 gnd rswk-swf Quelle (DE-588)4135952-5 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Politz, Alfred -1982 (DE-588)11903977X p Marktforschung (DE-588)4037630-8 s Quelle (DE-588)4135952-5 s DE-604 USA (DE-588)4078704-7 g Hardy, Hugh S. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002853592&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The Politz papers science and truth in marketing research Politz, Alfred <m. 1982> Politz, Alfred <d. 1982> Politz, Alfred -1982 (DE-588)11903977X gnd Marketing - Recherche - États-Unis - Histoire Publicité - Recherche - États-Unis - Histoire Geschichte Advertising Research Marketing research United States History Marktforschung (DE-588)4037630-8 gnd Quelle (DE-588)4135952-5 gnd |
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| title | The Politz papers science and truth in marketing research |
| title_auth | The Politz papers science and truth in marketing research |
| title_exact_search | The Politz papers science and truth in marketing research |
| title_full | The Politz papers science and truth in marketing research ed. by Hugh S. Hardy |
| title_fullStr | The Politz papers science and truth in marketing research ed. by Hugh S. Hardy |
| title_full_unstemmed | The Politz papers science and truth in marketing research ed. by Hugh S. Hardy |
| title_short | The Politz papers |
| title_sort | the politz papers science and truth in marketing research |
| title_sub | science and truth in marketing research |
| topic | Politz, Alfred <m. 1982> Politz, Alfred <d. 1982> Politz, Alfred -1982 (DE-588)11903977X gnd Marketing - Recherche - États-Unis - Histoire Publicité - Recherche - États-Unis - Histoire Geschichte Advertising Research Marketing research United States History Marktforschung (DE-588)4037630-8 gnd Quelle (DE-588)4135952-5 gnd |
| topic_facet | Politz, Alfred <m. 1982> Politz, Alfred <d. 1982> Politz, Alfred -1982 Marketing - Recherche - États-Unis - Histoire Publicité - Recherche - États-Unis - Histoire Geschichte Advertising Research Marketing research United States History Marktforschung Quelle USA Aufsatzsammlung |
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