The objectives of this paper are to define the changes which have occurred in the client/agency relationship and the dynamics of these changes. After tracing the path of Industrial Research to Business-to-Business Research, the paper describes: the development of client/agency relations during the last decade and the factors behind this development the effects on client-agency relations: the interlocutors have changed, the clients' requirements have changed (they are more preoccupied with the solution of their problems than with methodology, they are increasingly demanding expertise in their products, they are tougher on costs and deadlines). Specific problems regarding International Business-to-Business research are then dealt with. In conclusion, the authors think that in the future, the relations between clients and agencies will improve providing the working procedures change.
The sub contractor is at the end of the line and it is natural his point of view should be given last. It reflects what happens in practice and you must understand that we have often the same feeling as the secretary who has to type a report for yesterday because of the delays accumulated at the research executive, the field force and the data processing levels.
The sub contractor is at the end of the line and it is natural his point of view should be given last. It reflects what happens in practice and you must understand that we have often the same feeling as the secretary who has to type a report for yesterday because of the delays accumulated at the research executive, the field force and the data processing levels.
The results of the studies which are reported here were conducted in France on behalf of the Association of Manufacturers of Fresh Dairy Products. The studies were carried out in 1980 and the results were presented to distributors in early 1981. This paper out-lines the results and indicates future applications.
The results of the studies which are reported here were conducted in France on behalf of the Association of Manufacturers of Fresh Dairy Products. The studies were carried out in 1980 and the results were presented to distributors in early 1981. This paper out- lines the results and indicates future applications.
The purpose of this paper is to show the lesson a manufacturer of disposables can learn from a study and how he used its results in a concrete way to communicate with the decision makers in order to promote his products. This shall be the object of the speech by Mr. Louis Tuvee, Marketing Manager at Becton, Dickinson Europe. Beforehand, Mr. Jean Bigant, Managing Director of SOFEMA, who supervised a huge research on disposables in French hospitals, will explain how the idea of the study came to be; which methods were employed and will also illustrate his speech with some results.
For the purpose of selecting the media for an advertising campaign designed to reach consumers, advertising men in France have hitherto had at their disposal information coming from two types of source wholly independent the one from the other : 1. Panels or sample surveys supply them with information on the socio-demographic characteristics of the consumers who constitute the advertising target ; 2. Research by the C.E.S.P., the O.J.D. and surveys carried out by some of the media themselves, giving information on the audience they serve and on the characteristics of this audience. To bring together these two groups of information it was necessary to make use of complex models involving probability techniques, and for a longtime the researchers' efforts were concentrated on the elaboration and perfecting of these models.
Selecting points of sales is a problem which many concerns, dealing with large consumption products, have to face frequently, either when they want their products to be sold in first class stores or when they want to start a promotional action with selected retailers or even when they want to launch a new product. Such selection is usually made in their commercial departments which dispose of a network of agents visiting regularly present and potential clients. But sometimes firms needing to make that kind of selection do not dispose of the proper equipment and they have to call in external sales forces or research companies. Sometimes ago, I had the opportunity to take part in an experience which I think would be interesting to be reported here. With some improvements and adjustments, it can be applied to other cases. At first I shall try to report the problem as it actually occurred and draw the main lines of the method and then I shall give the main results that were obtained.