This paper shows how the NSS PRICE SENSITIVITY METER, developed by one of the authors was applied to a multi-country agricultural research problem. It demonstrates how, by combining the price perception data with other types of data accurate predictions could be made of the reactions of farmers to intended changes in the pricing of agrochemicals.
This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of consumer franchise of a brand, like successful advertising is supposed to do. Consequently advertising campaigns and permanent saving systems may well be of a substitutive nature. Such a finding can have important consequences for the allocation of advertising and promotion budgets, as far as spent upon these marketing instruments.
This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer Franchise. While for all practical purposes it is admissable to equate complete Consumer Franchise with Spontaneous Brand Awareness, this indicator in itself is not the most efficient one to diagnose psychological brand positions or to assess the effects of marketing communications. Structural analysis of Spontaneous Awareness shows much more promise in this regard. NSS TARGET MONITOR is a hierarchical model of Consumer Franchise, comprising five levels (core model) or nine levels in its most expanded form. The model is of particular value to analyse brand positions for fast moving consumer goods, and it is based upon a conditioning type of theory of advertising effect. The method incorporates some earlier approaches to the problem, but also some innovative features. It can be applied to various problems in brand- and marketing communication research as the examples of research will demonstrate.
Since the introduction of the image concept to marketing a significant part of marketing research budgets is spent on image research. Stimulated by the necessity to adapt existing research techniques to research by telephone, NSS, in co-operation with AHOLD N.V., has developed a technique for image research - the KS technique - with a number of advantages over the usual scaling techniques. The technique, based upon earlier approaches to the measurement of images, finds its justification in psychological and measurement considerations. While especially suitable for telephone research, the technique can also very well be applied in the field. It is friendly to the respondents, saves a considerable amount of research money and yields more comprehensible results to management than most other techniques do.
Students of public opinion are well aware that important differences exist in people's involvement with the major (social) issues of the day. The concept of involvement has no scientific status in the social sciences, and there has been no endeavour to measure this kind of involvement in any systematic way. Based on a theory of involvement, we have developed a program of measurement for (the various dimensions of) involvement. (MDMI) It is argued that : 1. The system is highly suitable for obtaining continuous measures of involvement with social issues (problems) amongst the population; 2. To measure an important modifying variable to assist in the interpretation of public opinion research data; 3. To develop a general, empirically verified theory concerning involvement with social issues.
In this paper we present a new technique for the measurement of price-perception in surveys. The technique is partly based on earlier research in this field but incorporates important new features. The approach is essentially psychometric. The technique is presented in detail, and a number of applications show that is works and how it works.
One of the principal difficulties in the field of attitude-research seems to be, that the concept attitude means so many different things to so many people. I believe we are now adequately armed to take a closer look at attitudes. But first of all I think we have to define the concept of opinion, which I shall call a reaction to a statement which connects an expressed like, dislike or neutral position with a perceived object or part of an object. Perhaps you will be worried about the implication that people who do not react have no opinions, but this only expresses the operationalistic conviction that no reality exists in a scientific way before you can link it with an instrument of measurement and objectively at that.
The historical perspective in the realm of psychological market research is more restricted than that of "ordinary" market research. It is true that the hesitant beginnings of psychological research occurred around the thirties, but there was scarcely any development to speak of until the fifties. In the Netherlands this branch of market research was scarcely known until Vance Packard's book made its mark. From 1960 to the present day psychological market research has been developing successfully in the Netherlands -at least if measured by the volume of its turnover. It is however noteworthy that specialisation in this form of research is less frequently met with at present than at the beginning of the sixties. Some organisations , originally set up as specialised research establishments in marketing psychology, have since extended their sphere of operations to other forms of market research, whereas, on the other hand, established organisations have included psychological market research among their services.
It is clear, that the semantic differential technique enjoys a great reputation with research workers. A social psychologist using one of the many other rating scale techniques in the field of attitude and/or brand image research, is rather often reproached but why didnât you use the semantic differential to and does get involved in complicated theoretical discussions about the advantages and disadvantages of different scaling techniques, dome-times the discussion gets rather confused because of the composition of Osgood's standard-text. We can discern three major parts of this book: A. A theory about the meaning of words (meaning as a mediating response; B. Discussion of a measuring-technique, the semantic differential proper; C. Analysis of data, obtained with the instrument under application of factor-analytic techniques.