This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in this book, which he calls fact-finding, creating the advertisement and after-publication checking. The reply by the researchers ignores questions of strategy, as âdiscussed on other occasionsâ. The centre section sounds a far cry from the qualitative input of todayâs researcher, though much may be concealed under the phrase 'selection' by group interviewingâ. It seems that âlikingâ was a major element in consumer research at the time. The brief post-publication section contains material still familiar to us and is put forward more cautiously than do some people today. The main reason for reprinting this paper is therefore the copywriterâs appeal for help. Today the writer who expresses himself on research is more likely to object to its having too much influence. But his problems, as described here, are the same.
The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers. The problem of respondent memory in market research is illustrated from behaviour studies on readership and purchasing habits. Three alternatives are available to the researcher in handling memory. He can devise techniques which eliminate any reliance on memory. He can attempt to ensure its accuracy by reducing reliance on memory. Alternatively, by the use of aids and questionnaire techniques, he can stimulate memory to the limit which still returns accurate results. The clear advantage is that as much information as possible is extracted at the interview. This paper illustrates the use of each approach - elimination, reduction and stimulation. The advantages and drawbacks of each are examined. Some new ideas and developments are raised for discussion. Conclusions are drawn for the future about the need for more attention to methods, and about the correct handling of memory.
The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy to operate in the field. It is readily comprehensible, so far as the vast majority of respondents are concerned. It is clear what the scale is about, i.e. the subject matter in the light of the questions put in conjunction with the scale. For instance, "Where on this scale would you rate the flavour of strawberries?" or "Where on this scale would you rate going to France for a holiday for a fortnight ?". Moreover, the scale does not change its characteristics over time and, therefore, it can be used from one year to another. All these advantages are of great importance.
The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy to operate in the field. It is readily comprehensible, so far as the vast majority of respondents are concerned. It is clear what the scale is about, i.e. the subject matter in the light of the questions put in conjunction with the scale. For instance, "Where on this scale would you rate the flavour of strawberries?" or "Where on this scale would you rate going to France for a holiday for a fortnight ?". Moreover, the scale does not change its characteristics over time and, therefore, it can be used from one year to another. All these advantages are of great importance.
The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as âWhat do you think the Conservative Party stands for?". The answers were illuminating and fundamental, but incomplete. The techniques of investigating the problem have come more sophisticated and comprehensive.
«Motivation Research» is a convenient shorthand term and it certainly has great sales, appeal, because every one wants to know why consumers do what they do. The use of this title holds out the hope or perhaps even the promise that this kind of problem will now be successfully tackled. But just therein lies its danger because as I suggest below this claim cannot yet be justified. The purpose of this paper is to try to put the matter into perspective, to sift out what is useful from what as rubbish, even if it glitters, and to try to indicate what these methods, which for the moment we will call «psychological», are likely to settle down into.