The aim of the paper is to encourage a psycho-sociological direction in the elaboration of a survey. The author wants also to encourage the use of motivation surveys.
With very few exceptions, empirical social research methods are being used primarily for purposes of predicting future events or behaviour. Sociological and economic analyses, even where on their face they appear to be nothing but fact finding or studies in methodology, generally intend to establish links between past and future developments. Obviously it cannot be the purpose of this paper to cover a general area, of this scope.This paper deals with the much narrower, question to what extend survey methods can be helpful in predicting future economic behaviour, in particulars how survey methods can be applied in forecasting future, sales volumes.
With very few exceptions, empirical social research methods are being used primarily for purposes of predicting future events or behaviour. Sociological and economic analyses, even where on their face they appear to be nothing but fact finding or studies in methodology, generally intend to establish links between past and future developments. Obviously it cannot be the purpose of this paper to cover a general area, of this scope.This paper deals with the much narrower, question to what extend survey methods can be helpful in predicting future economic behaviour, in particulars how survey methods can be applied in forecasting future, sales volumes.
The purpose for which discriminant analysis was developed, and for which it tends to be used in practice, is to obtain a function discriminating between individuals belonging to two or more populations, which can then be used to allocate further individuals to one or other of these populations when it is not known to which population these new individuals do, in fact, belong. The purpose of the discriminant analysis reported by Mr. Squirrell clearly differs from this, and further explanation of its purpose is asked for. In particular there seems to be the danger that an attempt might be made to "interpretâ the coefficients or weights of the discriminant function, despite the difficulties of doing so already referred to by Dr, Meer and pre-echoed in the paper itself.
During the last 12 months, there has been a flood of information about the European Free Trade Area. Lectures, meetings, discussions, articles and brochures have come in abundance. We have been told that it is important, inevitable, dangerous, attractive, critical, unwise, invaluable, almost upon us and too far off to cause such a commotion. Finally, our own Prime Minister has told us, in a speech in July, that many of us do not have the will to export. Therefore, many British business men are still confused about the prospects.
Programme Esomar
Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product groups have their own specific consumption pioneers, who only partly are overall early adopters of new products, new consumption patterns. Attitude scales can isolate consumption pioneers in specific product groups. The non-verbal "Stapel scale" has proved to he very successful in this field. A scale-based both on specific attitudes and past and present buying behaviour isolates consumption pioneers quite successfully. Such consumption pioneers should be a rewarding group to study in respect to success or failure of new brands or products, in analysing penetration-patterns, in product testing, etc.
Group discussion on the paper "The consumption pioneer" by Mr. Stapel.
Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product groups have their own specific consumption pioneers, who only partly are overall early adopters of new products, new consumption patterns. Attitude scales can isolate consumption pioneers in specific product groups. The non-verbal "Stapel scale" has proved to he very successful in this field. A scale-based both on specific attitudes and past and present buying behaviour isolates consumption pioneers quite successfully. Such consumption pioneers should be a rewarding group to study in respect to success or failure of new brands or products, in analysing penetration-patterns, in product testing, etc.
With very few exceptions, empirical social research methods are being used primarily for purposes of predicting future events or behaviour. Sociological and economic analyses, even where on their face they appear to be nothing but fact finding or studies in methodology, generally intend to establish links between past and future developments. Obviously it cannot be the purpose of this paper to cover a general area, of this scope.This paper deals with the much narrower, question to what extend survey methods can be helpful in predicting future economic behaviour, in particulars how survey methods can be applied in forecasting future, sales volumes.
Market researchers' work is most important not only to the economist, but also to men of science and government authorities. Market research has become an instrument management indispensable for marketing. Opinion and market research act as a means of communication between producer and consumer. The complications of life in present-day society often make it difficult, if not impossible, for a producer to contact his consumers directly. Your investigations have turned out to be a bridge-head. Thus it makes a contribution to an efficient "working" of our democratic society.
About two years ago at the Danish Gallup Institute, we began to work on the problem of finding new methods for comparative testing. We wanted to work out a technique, which would abolish "don't know" answers and, furthermore, separate the wording of the questions from what we wanted to test. Today, we have stopped at two methods whose techniques are already well-known research methods. Both methods showed fine results and during this year we will have accomplished so many investigations, which will enable us to work on the material on a more scientific basis.