This theoretical paper analyses and forecasts the future of market research methods (products) such as survey research, qualitative research or model building research as well as the future of market research applications (markets) such as consumer behavior, social problems, and mass media. The fundamental proposition of the paper is that we must look at the demand-oriented factors which generate the need for a particular market research product or market as well as supply-oriented factors which indicate the extent to which market researchers can efficiently satisfy the demand. The demand-oriented factors are anchored to the concept of product life cycle and the degree of maturity of a market research product or market. The supply-oriented factors are anchored to the concept of economies of scale and cost effectiveness of a research product or for a research market.
Every time we are asked to do cross-national advertising research, we must worry about comparability of data across countries. Unfortunately, we still do not know the situations and conditions under which we can clearly justify a universal approach to advertising research. The purpose of this paper is to explore those situations or conditions which indicate that one must make adjustments in his research methodology and procedures in conducting multi-country advertising research. Not only should we identify the determinant conditions for making adjustments, we must also identify specific areas of research methodology which must be adjusted in the presence of a determinant condition. In other words, this paper will address the problem of what to change or adjust in multi-country advertising research under what specific conditions or situations.
This paper represents an application of a theory of social change to the area of increasing carpooling (ride-sharing) behavior among urban commuters. The paper at first briefly describes alternative strategies of changing social behavior as proposed by Sheth (1976). Then, an empirical study carried out in the metropolitan Chicago area is described. Finally, various strategies for target segments are proposed as a comprehensive plan with which policy makers can increase carpooling (ridesharing) behavior.
This paper describes the evolution from a longitudinal consumer panel to the planned development of an integrated Marketing Management Information System. AT&T's ten years experience with centrally developed marketing information systems is reviewed. The rationale for development, problems of implementation and analysis and the lack of effective utilisation are explored. Improvements are made and increased management usage is stimulated. Finally, the five-year plan for future development building upon this past experience is presented.
The purpose of this paper is to critically examine the above four distinct attributes of marketing models from the perspective of model building activities in social sciences, and to examine what contributions the consumer theory has made in building better marketing models. In the process, we will examine the crucial question as to whether consumer theory is sufficiently developed to be modelable and useful to marketing management.
The objective of this paper is to develop a comprehensive model of individual choice behavior based on a review of similar attempts in many disciplines. Predicting and explaining how and why individuals choose a particular alternative among many available alternatives has been of great interest and importance to the following disciplines: Economics; Sociology; Social Psychology; Psychology; Decision Theory.
Segmentation is one of the four alternative strategies of market planning and analysis. As such, segmentation is not simply a set of analytical-tools and techniques but rather a managerial philosophy or a viewpoint about the market place. The objective of this paper is to examine the relevance of segmentation to marketing problems. In the process, we will contrast segmentation with other strategies of market planning, specify conditions under which segmentation as a viewpoint is useful to marketing problems, and describe the specific marketing mix adjustments necessary to cater the market place in a segmented way.