In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of course, not concerned with the advisability of using such methods sporadically, but rather with the fundamental problem of determining the basic conditions for the development of a concept of branding applicable to industrial products and corresponding to consumer goods techniques. It is obvious that we must take into account the fundamental differences between industrial goods and consumer goods and that, in the case of the former, we can only be concerned with modified forms of branding techniques.
When looking back over the methodical development of the capital goods market research during recent years, one arrives inevitably at the positive conclusion, that we have a total of methodical instrumentalities at our disposal, which enable us to solve nearly all general problems' in connection with sales and advertising on the capital goods sector. If in the course of this contemplation one compares it however with the possibilities of the Consumer Goods Market Research, one realises very quickly, that far reaching specialisation has been achieved on the latter sector, which leads quite distinctly to a modified application of the basin methods to special problems. For example we distinguish in the field of consumer goods between the consumer research and the complex field of the advertising research, which again includes amongst others-the advertising research, the audience research and the image research.
The following considerations aim at determining the criteria decisive for appreciating the value of each interview and as such for the whole study. With this in mind a study among 100 companies which may be considered as potential buyers of a special kind of machine has shown to what extent the quota of refusals differs with various categories of questions response themes. The second step was an analysis under the aspect of in how far the average quota of refusals depends on the operating characteristics of the investigated plant and on the personal characteristics of the interviewed expert.
The following considerations aim at determining the criteria decisive for appreciating the value of each interview and as such for the whole study. With this in mind a study among 100 companies which may be considered as potential buyers of a special kind of machine has shown to what extent the quota of refusals differs with various categories of questions response themes. The second step was an analysis under the aspect of in how far the average quota of refusals depends on the operating characteristics of the investigated plant and on the personal characteristics of the interviewed expert.