Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so appropriately. While Project Apollo has ceased, it has left behind an incredibly valuable pure single source data set that allows us to explore individual's loyalty and buying behaviour in relation to advertising exposure within different windows. We demonstrate a new approach to analysis, which focuses on a key parameter (Phi) from the Beta Binomial Distribution, which can be used to better understand the relationship between advertising and purchase probabilities (a measure of Latent Loyalty). The new approach demonstrates that we have much to learn about advertising and that such data is incredibly powerful in terms of its ability to measure relationships that we could only guess at before this Single Source data was available.
The aim of the Prices Study is to provide an indication of the relative pricing of various types of research projects, at different levels: o within each country, where sample sizes permit; o between different countries within a region; o across the various regions of the world. The intention is to assist researchers and research buyers in the planning and execution of their international research, and to enable participants in the Study, and other research suppliers, to evaluate their own prices in a broader perspective.
This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and excess winter mortality in eight different temperature zones in Europe. Surveys provided unique evidence of how the increase in deaths with greater cold can be affected by the actions people take to protect themselves both in the home and in the open air. The study supported by a grant from the European Community was later followed by similar studies in Ekaterinburg Russian Federation and Yakutsk north-eastern Siberia (this last awaiting publication).
The first point is that the industry has continued, impressively, its worldwide growth. The most recent published estimate, by ESOMAR for the year 1997, puts the current value of research by market research institutes at 10.4 billion EURO, equivalent to 11.8 billion US dollars. If we measure growth in national currencies, allowing for exchange rate fluctuations, worldwide research expenditure has increased by roughly 10%, give or take a few percentage points, in each of the past seven years, a time during which both Europe and America experienced severe recessions. Not only is the industry steadily growing, but it appears to have become largely impervious to economic upheaval.
This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders, cereals, tea, tinned soup, margarine, wrapped bread, shampoo, toothpaste and hot milk drinks.
The paper describes a research project which explores some aspects of the way advertisements in press and television communicate - as seen from the perspective of the consumer. Special emphasis is given to the technique used to handle the vast quantity of verbal information collected - linguistic coding.
In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention brands on statements . If a brand is not mentioned on a statement, it may be presumed "out of focus" on it. In my spoken paper I had intended to mentionsome more pieces of evidence for the existence of "focus".
My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights (it has certainly stimulated us to some constructive thought) and there are certain research purposes, for which it is very suitable. I still find, however, that I cannot accept the psychological universality which Mary Tuck claims for the Fishbein model, and in particular I am not convinced that it accounts adequately for the persuasion process which we are interested in at this seminar.
This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders, cereals, tea, tinned soup, margarine, wrapped bread, shampoo, toothpaste and hot milk drinks.