In this paper, a global survey will be reported about the potential demand for a computerised automatic ironing machine, which was in the final stage of development at the time the survey was carried out in June/July 1985. The survey was comprised of samples of 2,5 households in North America (U.S. and Canada) and in Europe (France, Germany, Italy, Holland, U.K.) and a total of 22 focus-groups. The survey was carried out with the help of CATI procedures from two central locations, Amsterdam and Philadelphia, using mother-tongue linguist interviewers. The research programme also included a desk-research programme, which was backed up by specialistsâ knowledge of the market of household durables by the agencies involved. The survey was commissioned by AIM Technology of Perth Australia, which has secured patents world-wide. The objective of the survey was to estimate the short-term potential demand in terms of units at a retail price level of U.S.S 600.- or the equivalent in local currency. This was realized through the determination of the âneed' for such a product, the degree of household ârobotizationâ, by measuring attitudes at various levels and by providing a profile of potential early buyers.
At this moment centralised international data collection via telephone is the most dominant form. Since it first started hesitantly in Europe about five years ago, enough experience has now been gathered to evaluate its benefits, its complications, and also its disadvantages. I will limit this part about international telephone research to Computer Assisted Telephone Interviewing, or CATI. These interviewing procedures are in line with the standardisation and capital-intensive situation.
This paper deals with the results which can be expected when an intensive effort is made to attain the highest representative portrayal of the population studied, by means of eliminating non-response. The findings are based on a study in which compliant respondents were interviewed, as well as absentees and refusers.
The purpose of the research was to collect data on the effect of in-store advertising through the Supersound system, and so to provide an answer to the question whether the large scale introduction of this system would be useful.