Proposal for a psychological research study on the sales and advertising problems of the packaged soap field with special emphasis on Fab - Market Research and American Business, 1935-1965

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Field name	Value
Title	Proposal for a psychological research study on the sales and advertising problems of the packaged soap field with special emphasis on Fab
Box Number	6
Report Number	101A
Library	Hagley Museum and Library
Copyright	Hagley Museum and Library
Document Type	Proposal
Industry	Cleaning Products
Commissioned by	William Esty & Company
Conducted by	Ernest Dichter
Place	New York, U.S.A.
Company	Colgate Palmolive Peet Company Go to Business Biographies
Brand	Fab
Method	Interview; Test
Keywords	brand switching, cleaning product, washing, detergent, female consumer, women, buyer motivation, attitude, advertising, advertisement effectiveness test Go to Glossary
Language	English
Document linked to	Executive summary - our major findings and their practical implications for Fab A psychological research study on the sales and advertising problems of Fab Proposed motivation research study for Fab A motivational research study on new opportunities for new Fab in the detergent market