In this paper we discuss some recent and possibly unique developments in the application of computer technology to market research data collection and analysis. We describe the development of three systems which utilise local area networks of micro-computers ultimately linked to a mini-computer. The three systems are: a) A flexible generalised system which uses the mini- computer to "program" micro computers to act the role of interviewer. b) Distributed data preparation using micro-computers. c) A computerised method of analysing and coding the answers to open-ended questions in surveys. The paper describes our systems and their rationales. Each we believe, takes advantage of the theoretical possibilities provided by the micro chip revolution without losing sight of the need to moderate and justify capital investment in equipment.
In this paper we discuss some of the results and implications of an experimental study of changes in car owners' attitudes to their cars. In particular, we are interested in how their attitudes develop from the time the car is first purchased through the ownership period and how this is affected by experience of deterioration and reliability problems. The method involved repeat interviewing, by post, on a panel of respondents who first bought their cars in 1975.
With the expanding popularity of "brand-image" and market segmentation studies, the use of statistical data processing methods has increased. In particular, one can note an increase in the application of multivariate analysis techniques to quantitative investigations of the relationships between consumer typologies, attitudes and purchasing behaviour. In this paper, we discuss various problems associated with the use of "packaged" computer programs designed to effect the required multivariate analyses. Although these programs can and often do provide adequate results, it should be remembered that each set of survey data has unique properties. In some cases, these properties can jeopardise the validity of the whole analysis. The techniques we discuss are: a) Principal component based analyses. b) "Cluster-analysis" type techniques. The paper falls into two sections.
Travel research is surely one of the most complex forms of consumer research that faces any company. Identification of a "product class" , brands and types within such a segmented field is a formidable problem. We have been fortunate in having the opportunity in recent months, of conducting a large scale study in the travel field. This paper to a large extent summarises our own experience, but at the same time incorporate s a number of logical extensions of the results we have obtained.