This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate operational criteria for evaluating the market research function in a company; - to devise measurement tools corresponding to such criteria; - to apply these tools of evaluation within the framework of an audit of the companies being considered; - from the audit results, to formulate recommendations in the area of organisational structures, procedures and product manager training, with a view to improve the performances of the market research function.
This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate operational criteria for evaluating the market research function in a company; - to devise measurement tools corresponding to such criteria; - to apply these tools of evaluation within the framework of an audit of the companies being considered; - from the audit results, to formulate recommendations in the area of organisational structures, procedures and product manager training, with a view to improve the performances of the market research function.
I want to talk to you about certain types of modem trade research under study at the present time in a number of countries, especially in the United States and in France which I regard as the most advanced and forward-looking in the field. These methods are sometimes referred to as "brand choice cybernetic models". My aim is to explain in the present introduction the place held by this type of model in the whole complex of trade research.
The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace the classic investigation of opinions, for it holds two essential advantages over the latter: it enables the future behaviour of the public to be foreseen, and it facilitates the choice of the most effecive means of influencing that behaviour.