This paper is on buying behaviour and that is why it is based on panel data. The ultimate aim is to find buying behaviour scales which are good predictors of future behaviour. This study is a first step towards that goal. Buying behaviour crosses the boundaries of product categories and for this reason the paper is looking at buying behaviour not only at single product level but also at multi product level. Three main marketing factors have been chosen in order to describe and analyse buying behaviour. They are: a. price. b. brand. c. shop. These 3 factors are analysed separately and combined for 16 frequently bought product fields in order to find relevant typologies of buying- behaviour for products and product groups.
This careful study has as its objective to bridge the gap between our knowing someone read an issue of a publication and our knowing he actually faced our advertisement. It begins with a wide- ranging review of the problem and the steps by which the method reported was devised. In the same diary, TV was studied. The report is complex because a great deal of detailed information is given. The findings need not apply in other countries or in other conditions. But no one should carry out research on how magazines are read without going through the sort of procedures described here.
This paper will pay attention to readership prediction of new magazines based on panel data. First a short description will be given of the panel- method in general and of the way readership data are collected. This will be followed by a short appraisal of the Parfitt/Collins prediction model which has proved to be an accurate method of forecasting brand shares of consumer products over more than ten years. Then the readership prediction model will be dealt with, followed by actual case histories which will illustrate the working of the mode.
The participants should try to find a common understanding of what we mean by pharmaceutical education and training. The question needs some addition: education and training of market researchers or for marketing research, or in marketing research? And do we mean education of newcomers? Do we mean current training of people who already have some experience in marketing research? Do we mean post-graduate education and training? And in what respect?
If in future one will try to measure the chance of perception of an advertisement, the page confrontation probability is an indispensable link in the chain. Besides, in media selection, it gives the possibility to use page confrontation chance as a medium weight in order to discriminate between media. The task we set ourselves was: To find a technique which makes it possible to estimate the confrontation probability of the single page of many media in one sample. First efforts were concentrated on magazines and on television. The decision was made to start a first wave with 17 titles and TV. This survey consisted of three parts: 1. The registration of the pages with which confrontation of the reader was recorded; 2. The registration of the characteristics of all the pages of the issues and the titles belonging to the survey; 3. The development of a calculation system in order to obtain comparable figures for magazines and for TV which could be used as a medium weight.
In this paper a model will be described which is simple in essence, but which will allow to demonstrate the mutual relationship between a number of variables of a financial and cost-technical nature. As will be shown some of the variables may be used as adequate instruments in order to define certain changes in the company policy. First a summary of the most important cost-technical variables will be given.
During the Luxembourg Seminar on "Managing Market Research as a Business" I carried out a brief survey on some aspects of the management of research institutes. The questionnaire was set up in haste and the sample is the only representative of agency people present in Luxembourg. Nevertheless, it may be worthwhile to have a look at the results, which must be of interest to everybody engaged in market research. From the 34 bureaus that were represented 25 are managed by a professional researcher and 9 by a non-professional. Mainly social psychological research is carried out by 15 bureaus, quantitative research by 25, continuous research (panel/audit/omnibus) by 16. In 13 cases the manager is a shareholder and not so in 21 cases. A profit sharing scheme for senior staff exists with 14 out of the 34.
The objectives of operating consumer panels are the registration of consumer behaviour and the changes in this behaviour. There is an increasing interest of marketing people for information on changes in behaviour, when and where they occur, how they come about and which categories of people are most responsible for these changes. Analysis and evaluation of this type of information may uncover trends in or even laws of behaviour, which can be of great importance for the decision making process in marketing..
It is certainly a vital question to ask, whether business executives are really interested in the outcome of the research projects they commission; and yet this question is seldom if ever raised among market researchers. Is it perhaps that researchers shy away from the realisation that their work is not always put to use, let alone to good use? It would certainly explain why the subject of client-researcher communications is notably absent at researchers' conferences, in researchers' periodicals, even in private discussions. It is a taboo subject, and he who dares speak about it, risks to loose his friends and perhaps his shirt as well. To tackle the question at once: It is certainly not self-evident to say that, since a company is prepared to put up the money for research, it must of necessity be interested in the outcome. There is more to market research than fact-finding, and the want for marketing knowledge is not the only and certainly not the strongest motive force behind research assignments.
Can any market researcher think of a plausible reason why research in industrial markets lags so far behind research amongst consumers? Let us examine some facts, a literature about industrial market research (abbreviated IMR) is almost non-existent. The classical textbooks either neglect the subject, or devote a meagre last chapter to its most glaring problems. The Journal of Marketing has published-, in the last six years, some real contributions to IME literature. Not counting some short and simple features on industrial marketing, the Journal has done practically nothing to remove IME from the attic in Esomar-circles the industrial market researchers dont fill a bus at the annual outing. Their papers are few, their specialty is regarded upon as a queer and demanding hobby. This might seem to be any specialist's sob-story, but for the economic factors to be observed. Granted that marketing outlay, including market research, is correlated to added value in an industry, we can say. that industrial, market research will be correlated to the aggregate added value minus the added value of the consumer goods industry. So there must be a reason why the hinterland of the modern consumer goods industry is such a barren territory for both researchers and marketeers. We intend to review some possible explanations.