The authors present an analysis of the factors and influences they have encountered in market research in the area of HIV/AIDS in order to demystify the issue of compliance and to provide a framework for other researchers. A distinction is proposed between macro-compliance and micro-compliance to clarify the stages at which different intellectual, emotional and practical considerations come into play. Research methodologies are examined for the contributions they can provide. A patient compliance model is offered as a basis for identifying research needs and suggesting future research approaches.
This chapter examines research into advertising. Although media researchers regard much of their work as âadvertising researchâ, media research generally is left to the next section. Anyone engaged in advertising research presupposes that there is, in fact, something about advertising that can be studied, and is worth studying. From time to time, in a given instance, he may question either assumption. Researchers who have limited contact with advertising research often voice these questions, critically, for various reasons.
This paper analyses some of the main ways in which Burnett Life Style Research and Taylor Nelson Social Trends Research can be used to throw light on the nature of media audiences. This is done from a standpoint of providing insight into how media may need to change their strategy in order to maintain or gain a hold on key sub-groups, particularly the young. There is a discussion of the correlations that have been found by other investigators between psycho-graphic and related variables, and media exposure. An explanation is given of how Life Style and Social Trend analyses - both straightforward cross-tabulations, and some multivariate work (by A.I.D.) - bear on the problems of the future of media. Media exposure sub-groups are isolated, and contrasted in psychographic terms. The implications of these data for their varying needs and relationships with media are discussed.
In this paper I propose to use 'consumerism' in a very wide sense, with regard to focus of attention and degree; but to avoid assumptions of secondary implications. This paper will proceed to discuss some psychographics work as a starting point for considering this further problem, and then go on to a pilot study in which some marketing and some official communications were involved.
The importance of understanding the motorist's mentality, and how his mentality is changing, should be obvious in the areas indicated below. The degree to which a motorist willingly and enthusiastically accepts a car as an exciting and enjoyable part of his life must affect at the individual level and at community level. A segmentation study, then, of motorists, preceded by an in-depth study of possible attitude dimensions, becomes an attractive proposition. Experience suggests that this should be followed by a further in-depth study of the separate segments that are found, to exist, and which seem to have characteristics (ie. size of sub-groups; youth; etc.) which make them important to understand and to communicate with.
BP Trading Ltd. decided in 1970 to embark upon an advertising campaign, initially in Europe, designed to create a more favourable image for BP amongst authoritative opinion-formers or media communicators, to influence purchasing decisions in BP's favour. The campaign was designed essentially to promote sales rather than to generate public goodwill for the corpor ation, which demanded a notable product theme. What follows is a description of how pre-testing research was employed to validate the creative premises and the communication promises, and post-testing to measure the extent of achievement, if any. And, finally, the reasons - mostly external to the research findings and considerations - which nipped the campaign's promise in the bud.
In this paper we are examining recall, and the value of using some popular methods that are applied with the purpose of gauging its presence or extent, in given situations. Sometimes an advertising campaign is said to be being successful - other things being equal (which they seldom are) - largely or even mainly because "it has good recall". Similarly, advertisements which are tested against each other are said to differ in effectiveness because one communicates sales points to more people than another : the criterion used in these cases is often the proportion in an exposed sample who demonstrate recall.. It seems worthwhile investigating the nature of what is referred to as "recall" in these circumstances, and the mental events that may or may not be involved in it.
This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are necessary for investigating it. The uses of the technique are then examined, and we present our case for believing that by including it in research programmes of many kinds it can be useful,' illuminating, and in some cases crucial. Experimented findings are also brought forward, which indicate the range of the problems that can be successfully attacked by the use of an Eye Camera. The experience of both Marplan London and Marplan Frankfurt has gone into preparing the paper. This fact underlines an advantage of pupil dilation measurement as a technique that need not recognise international barriers: the standards and conditions for using it will be invariable from country to country. This bypasses language problems, and differences in trading and advertising conditions, as well as varying standards of interviewing and supervision.