Sales promotion is an integral instrument and not just a minor advertising accessory. The paper presents a case history: The 1967 Sales Promotion Campaign conducted in France for Philip Morris by Bernard Krief Promotion The following phases will be analysed: - Preliminary research work; - Target selection; - Promotion policy; - Guidelines followed and budget apportionment; - Sales promotion actions.
The present paper describes new relationships which are in fact mostly very simple: Certain rates of buying are more or less constant across different brands and pack-sizes, and this holds for different product fields and for different lengths of time-period. These relationships have been established by searching for patterns which generalise. The findings may appear insufficiently statistical to gain instant acceptance from people used to more complicated kinds of results, and a selection of summary tables is therefore given. The relevance of the results to various aspects of brand-loyalty is clear, but both the practical and the theoretical implications require further work to bring out in detail. Since complex mathematical models are nowadays regarded as potentially useful, the simple results here should turn out to be even easier to use.
The National Savings Committee organises three forms of National Savings on behalf of the Government. A large scale motivation research enquiry was commissioned by the Committee with the primary purpose of providing advertising guidance. This paper describes the exploratory depth research and the methodological pilot work which formed the preliminary stages of the enquiry. The depth research enabled a typology of saving to be described and showed how the type and amount of saving done was related to a person's position in the life cycle. A number of attitudes relating to saving were identified and attitudes to particular forms of saving were found to be strongly affected by what was known about them. The methodological pilot involved two factor analyses, the results of which are described in the paper. The first factor analysis confirmed the attitude dimensions identified from the depth interviews and enabled opinion statements to be selected for the formation of attitude scales for use in the main survey. The second factor analysis was concerned with the interaction of knowledge of savings methods and the images of those methods. This factor analysis was of limited use but led to the formation of a method of analysis for interrelating use, knowledge and images of savings methods.
Within the scope of collectively sponsored consumer studies carried out on large probability samples from the adult Swedish population, questions have been put about attitudes towards political parties as well as towards business enterprises. At the same time, questions have been put about various political problems. Respondents were asked to judge the degree of importance of e.g. more housing, higher wages or more aid to the developing countries.
I believe that we should look at market research as an instrument whose future depends above all on the development of its main area of application, which is marketing. What can help us look at the future of market research is in my opinion a critical scrutinising of the present state of marketing. In my opinion, if market research is a scientific technique, marketing on the contrary is still in a pre-scientific stage.
I believe that we should look at market research as an instrument whose future depends above all on the development of its main area of application, which is marketing. What can help us look at the future of market research is in my opinion a critical scrutinising of the present state of marketing. In my opinion, if market research is a scientific technique, marketing on the contrary is still in a pre-scientific stage.
These comments are naturally coloured by my viewpoint - that of a researcher in a large international company manufacturing and marketing a wide range of (mainly) consumer products. However, I have tried to pick out a number of points which strike me as generally relevant. Even though it is an obvious one, there is an important point worth stressing cat the outset. The market research industry provides a service to marketing organisations. It therefore has to adapt its approach to changes in its clients' needs. In this brief paper there is no scope for discussing trends in marketing during the next decade, but one example will serve.
Market research and marketing theory will grow more and more together. Market research will, to a greater extent, be built directly into the decision making process. The age of "interesting market studies" will be left behind. The market research in the future will create new techniques - in sampling, stratification and measuring - which are more apt to correspond to the field of interest of the users.
The classic two-step hypothesis was rejected by its creators. Subsequent studies have demonstrated shortcomings in the data on which the hypothesis was based. For one thing, the dichotomy of opinion leaders and followers was shown to be unfortunate because the 'followers' proved to comprise two very different categories - information seekers and initiatives. The Marknadssociologen study abandoned this dichotomous definition and exploited the seeking and advising activities instead. The finding of a strong positive correlation between these two activities demolished one of the corner-stones of the two-step hypothesis. One and the same person was in fact frequently an opinion leader and a follower. It was also found that topically active persons were also high on both topical exposure to advertising and topical personal communication. The dynamic multilateral hypothesis indicated that "shared interest seems to be a channel through which communications flow". Interest proved to be a suitable variable for defining the target group for a message, because interest is strongly correlated with both seeking and advising activity. Interest has been used in practice to define the persons who are likely to disseminate the message most effectively, the persons who fill the same function as the classic opinion leaders.
Extensive research has been carried out in 1966 in Czechoslovakia in the field of catering for the general public. The aim of this research was to lay down the conception of public catering for the period of time up to 1980. The purpose of the present study is not merely to state results obtained, but also to appraise methods applied in the course of the investigation concerning the catering for the general public and in a way to generalise social and psychological aspects of the problem as a whole, aspects, that come to light by this research.
Extensive research has been carried out in 1966 in Czechoslovakia in the field of catering for the general public. The aim of this research was to lay down the conception of public catering for the period of time up to 1980. The purpose of the present study is not merely to state results obtained, but also to appraise methods applied in the course of the investigation concerning the catering for the general public and in a way to generalise social and psychological aspects of the problem as a whole, aspects, that come to light by this research.
The swift adaptation of digital computer programs and languages to public opinion poll data processing has revolutionized the working methods of market research firms. However, while the data processing methods have undergone radical changes, the fact remains, nonetheless, that "field" data collection and their coding into a language processable by electromechanical or electronic data processing systems have not followed along and are presently still relatively "archaic". Taking the example of data transcription into a computer exploitable language, various methods have already been employed: "the transfer sheet" , the "Mark Sensing and magnetic cards, etc...", "the precoded questionnaire", etc... None of these methods yields satisfactory results either in terms of transcription accuracy, time limits or cost requirements. We have in the course of the past three years, together with MARPLAN France and IBM France, been the first in the world to develop an infrastructure for the collection and checking of rough field data directly by electronic data processing systems "without human intervention", at a heretofore unequalled accuracy, rapidity and cost.