This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German Cooperative Banks. The purpose of the study was to clarify whether surveys using phone interviews and self-administered questionnaires are appropriate methods for analyzing local bank competition. This subject became topical because the standard surveys conducted by the Institute for approximately ten year, which are based on face-to-face interviews, are too expensive for many smaller cooperative banks. It was accepted in this context that the investigation program had to be trimmed and adapted to the conditions of surveys using telephone interviews and self-administered questionnaires. However, the quality of the information received in this manner did have to satisfy the requirement of providing a reliable basis for marketing decisions the banks have to make. The test showed that surveys using telephone interviews and self-administered questionnaires by and large satisfied this requirement.
This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German Cooperative Banks. The purpose of the study was to clarify whether surveys using phone interviews and self-administered questionnaires are appropriate methods for analyzing local bank competition. This subject became topical because the standard surveys conducted by the Institute for approximately ten year, which are based on face-to-face interviews, are too expensive for many smaller cooperative banks. It was accepted in this context that the investigation program had to be trimmed and adapted to the conditions of surveys using telephone interviews and self-administered questionnaires. However, the quality of the information received in this manner did have to satisfy the requirement of providing a reliable basis for marketing decisions the banks have to make. The test showed that surveys using telephone interviews and self-administered questionnaires by and large satisfied this requirement.
Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which customers and customers of competitive banks have of the banks of this group or of competitors; in addition, we were interested in the customers' judgement of the range of services the banks have to offer, to get better acquainted with the effectiveness of specific advertising and other sales promoting measures, with local issues, with the will to save, with other habits, with typological descriptions of the clientele. The purpose of these studies is to work out a basis for sales promoting measures for these banks. Our studies were conducted at three levels, viz.: national, regional, local.
Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which customers and customers of competitive banks have of the banks of this group or of competitors; in addition, we were interested in the customers' judgement of the range of services the banks have to offer, to get better acquainted with the effectiveness of specific advertising and other sales promoting measures, with local issues, with the will to save, with other habits, with typological descriptions of the clientele. The purpose of these studies is to work out a basis for sales promoting measures for these banks. Our studies were conducted at three levels, viz.: national, regional, local.
The study I am reporting on is meant to bridge the gap between the conceptual systematics of export marketing research, as found in textbooks, and concrete marketing analysis. This study was developed purely as a model of instruction, if served no economic purpose. The study was conducted in 5 EEC countries, in France, Holland, Belgium, Italy, and the Federal Republic of Germany. The Committee chose the market for vacuum cleaners as a reference model. Its purpose was to show to wide circles interested in multi-national studies - how an intensive marketing analysis must be pursued methodically; - the sort of questions market research can and cannot give an answer to; and efficiency and information value of various survey techniques.
The aim of this paper is to convey to all marketing research experts present at the current ESOMAR Seminar some idea of the major changes taking place in Europe at this moment with respect to methods and techniques of market research on industrial products. Looking back over the past ten years of our activity in this field we believe that these changes are largely due to new requirements and increased possibilities in the field of data collection and processing. We shall expound this point of view in three points which, we hope, will provide a starting point for discussion and an opportunity of confrontation between various domains of experience. The three parts of our paper are entitled: - Limitations of traditional research; - Data collection at the industrial level; - Data and informatics.