This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders, cereals, tea, tinned soup, margarine, wrapped bread, shampoo, toothpaste and hot milk drinks.
In the United Kingdom an annual Conference is held under the auspices of the Advertising Association, to which are federated Advertisers, Advertising Agencies and Media Houses through various trade associations. There were widely divergent views about subjects which would appeal in 1970. Hence research was undertaken. It was thought that simple rank order of preference for subjects could he misleading. Since the aim was to maximise interest of a broad segment of the advertising industry it might he necessary to cater for specialised minorities. Accordingly, the following steps were undertaken: 1. A primary target group was identified. To this group a mailed questionnaire was despatched, asking for ratings of Jk potential subjects for the Conference; 2. Returned questionnaires were analysed initially for the rank order of the topics. Certain clear preferences emerged; 3. Topics were then organised into a correlation matrix which showed relationships different from those anticipated. The data was thereafter subjected to further analysis. Four different approaches were employed: A. Factor analysis; B. Quadratic programming; C. A media schedule building programme; D. Empirical compilation of three potential programmes using the results of the factor analysis and the two previous scheduling results.
This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department have collaborated in the process. Their collaboration has enriched the investigation and, above all, has communicated the results to those competent to take decisions. "Information" obtained from the investigation must be communicated. But the concept of "information" involves two aspects: The content (the facts): its communication is simple and carried through bureaucratic channels. The form (the sharp perceptiveness of the interviewer) whose communication requires a relationship between persons - either directly or through a "poetic" idiom.
This paper outlines some current research being conducted at the London Business School, sponsored by the Leverhulme Trust in conjunction with the Gallup Poll, into how market survey data can be used to measure the state of consumer expectations and to examine the way in which it influences expenditure. There are two types of survey (generally referred to as anticipation surveys) which attempt to measure the strength of consumer expectations. The first, known as an Attitude Survey, is a more general measure of the state of consumer optimism and pessimism and is derived from a number of attitude questions relating to how a consumer views the likely outcome of economic conditions in the near future. The replies are summarised into a single index called the 'Index of Consumer Confidence' . The second type of survey, known as Buying-Intentions Survey, is concerned with measuring directly the expressed buying intentions for specific consumer durables, such as automobiles and major household goods
Predicting consumer behavior with attitude measures has not always been successful. It is proposed to deal directly with the attitude components. In this article one such approach is discussed. Consumer decisions are studied in simulated choice experiments. It is hypothesized that prediction of choice should be based upon the cognitive elements which are aroused in the choice process, rather than upon single preference or attitude ratings. To illustrate that such predictions can be made, measurements are made, prior to the choices, of the subjective importance of the aroused values, and of the perception of the alternatives to these values. From these scores the attractiveness of alternatives is computed using a multidimensional subjective expected utility-type of model. In the experiments, different choices are studied and predictions based upon different kinds of values are compared. In all the choices highly significant predictions can be made, and the findings suggest that for this a relatively limited number of values are sufficient, so that the procedure is applicable in most consumer choice situations. Major problems with the model relate to the identification of relevant values which are not interdependent, and to the rating techniques applied.
It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years have been those who have used the techniques developed in the food and drug business. These successes cover a wide range of travel services such as airlines, travel agents, car rental companies, package-tour operators and hotel chains. This paper gives as a case history the development of a new promotional campaign for a national tourist board.
The market research profession can fill the gap by taking the attitude that it is in the information business , rather than in the research business . That, in other words, the market researcher seeks to fill industry's need for information as the most important raw material for its decisions, rather than to sell the output of its own research machinery.
The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in the developed countries. The parallel development of fibre marketing strategies has made a major contribution to this growth in consumption: this paper will discuss some of the techniques which the authors' Company has evolved to meet the unique challenge faced by the producer of branded fibres, and will concentrate on the role of market research, particularly consumer research, in the total fibre marketing operation.
The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey system which permits, among other things, the visual representation of the differing competitive pressure from advertising campaigns on the consumer and the measuring and analysis of the reaction to this differing pressure.
The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey system which permits, among other things, the visual representation of the differing competitive pressure from advertising campaigns on the consumer and the measuring and analysis of the reaction to this differing pressure.
Three detailed examples are given here for each of the subareas of product and price policy, distribution policy and advertising policy. In each case a tentative theory is postulated and evaluated in the light of the data available. Firstly, a split-run-test for measuring the brand-substitution effect of price changes is discussed. The second model refers to the estimation of the turnover of individual outlets. The final example introduces a learning type of advertising response function, which seems to be useful for auditing advertising performance on a continuous basis.