The purpose of this contribution to our seminar on modelling is to make two points: 1. There is usually little point in modelling something if we do not know what it is; 2. Developing the required empirically-based generalisations in marketing is both possible and essential. To illustrate, we summarise an experimental study on pricing carried out in the UK in 1986. Our aim was to establish whether the sales response to a given price change would generalise.
This chapter is still concerned with occasions when the âstandardâ forms of interviewing are inappropriate, though before a fourth edition of this work appears it seems likely that such a definition will need revision. In general terms three situations call for the use of techniques other than âstandardâ interviewing. The first of these is when those to be interviewed are, widely scattered or otherwise difficult (and expensive) to contact, or when a large number of interviews are required in a very short space of time. It involves the use of: (a) telephone surveys; or (b) mail surveys.
This paper is concerned with the importance of a continuous relationship between client and research company. It argues that only by this means can the best be obtained for each separate "unit" of research: by an on-going relationship of this kind it is possible in ad hoc research to establish the best: -quality of service; - quality of frankness; - quality of communication; - quality of continuity. Market research will not get to the position it deserves until it is accepted as vital by senior management. This is, in turn, dependent on the fact that market research is believed: a continuous relationship between client and researcher will help to ensure that this is the case.
This paper is concerned with a study commissioned by a local authority in London to check reactions of residents to a scheme by which traffic re-routing eased congestion on most roads at the inevitable expense of increased congestion on some. Pressure groups, mainly representing the residents adversely affected, had presented evidence of opposition at a higher degree of intensity than that shown by a representative sample. The paper continues with a discussion of the dangers of "amateur" research which does not used those aware of research procedures and problems. But it stresses, too, the fundamental dilemma of a survey concerned with an issue on which (unlike most of those in market research) everybody is involved whether or not they are aware of it. To inform the ignorant in the sample makes them no longer representative of the relevant universe. An experimental survey is described in which, before answering certain questions, respondents were given the opportunity to study in great detail the reasons behind the scheme under study. Results would appear to indicate that such a technique creates more problems than it solves. In conclusion, a plea is made for more continuous research in local government. A problem can then be studied at all stages rather than simply at a single point in time.