We show how using one expert system allows us to go further and quicker in the analysis of the enormous amount of data collected by scanner in a sample of stores. In particular the first step of our research is to be able to condense, to structure this data in a automatically generated report, underlining the significant elements.
One of the most important trends in the area of marketing research during the seventies is the considerable increase of the use of multivariate methods of data analysis. After being used as a complement to the usual techniques of classification, multivariate analysis is becoming more integrated into the research process. This integration reinforces the interactions between data collection and data analysis which it is the purpose of this communication to analyze.
The purpose of this communication is to analyse the role and the function of statistical methods in the development of Marketing Information Systems. This analysis will be conducted at two main levels: 1. Integration of the bank of statistical methods in the system; 2. Storage of reduced data.
One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in general paid much less attention to the gap which might exist between research and decision-making. This often results in a considerable loss of potentially useful information. Identifying and measuring the usefulness of studies constitutes one of the main difficulties in the examination of this problem. Measuring the efficiency of research by their ability to improve decisions indeed poses considerable problems. Another possible approach consists in measuring this usefulness in terms of the user's satisfaction (or dissatisfaction) level ; this factor may determine the effective use of the results. The object of this paper is to set forth the results of an inquiry into the use of marketing research in the largest French firms, as well as into the attitudes toward them of marketing heads in these companies.
One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in general paid much less attention to the gap which might exist between research and decision-making. This often results in a considerable loss of potentially useful information. Identifying and measuring the usefulness of studies constitutes one of the main difficulties in the examination of this problem. Measuring the efficiency of research by their ability to improve decisions indeed poses considerable problems. Another possible approach consists in measuring this usefulness in terms of the user's satisfaction (or dissatisfaction) level ; this factor may determine the effective use of the results. The object of this paper is to set forth the results of an inquiry into the use of marketing research in the largest French firms, as well as into the attitudes toward them of marketing heads in these companies.
This paper presents the results of research currently underway to develop more efficient life-style studies and to identify which aspects of life-style are most relevant to management. In particular it examines three principal issues: 1) the use of a conceptual framework for developing lifestyle statements; 2) alternative procedures for collecting and analysing life-style data and; 3) the type of life-style profile likely to be most useful to management. The present research suggests a number of guidelines for developing improved life-style studies. In particular the use of a conceptual framework for developing life-style statements and for analysing life-style data is strongly advocated. Further research is however, needed to test the use of alternative scales and methods of collecting life-style data as well as to assess the relevancy and efficacy of alternative kinds of life-style profiles.
Identification and examination of characteristic behaviour patterns of target markets is thus a key element in the planning process. The present paper describes the first phase of a project to examine and compare alternative ways of profiling customers based on their product purchasing behaviour. The purpose of the study is 1) to determine what measures of product purchase behaviour and what analytical procedures can most effectively be used to characterise customers and; 2) to compare the efficacy of such classifications with those based on other types of variables, such as socio-economic characteristics or media exposure habits.
As more and more companies seek new opportunities overseas, the question of how to select the "right" markets becomes an increasingly important issue. In particular the wide range of possible markets and the plethora of available information suggests the need to establish systematic evaluation and information collection procedures. The paper provides a conceptual framework for developing such a procedure. The proposed approach consists of a series of steps for screening countries based on global country characteristics so as to select a set of countries for examination in depth. The relevant criteria and specific research procedures to be used at each stage in the evaluation process are determined in relation to the specific objectives, constraints and other idiosyncratic characteristics of the individual firm.