But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining readership figures of daily newspapers. If the questionnaire was dreary, fewer respondents than before admitted that they read the various newspapers, as opposed to results obtained by a questionnaire design that instigated the respondent's activity. In the course of evaluating secondary empirical data at the Institut fur Demoskopie Allensbach my attention was drawn to the subject of monotony and its effects from another angle.
This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate directly to their specific marketing problems and be actionable in a detailed sense i.e. diagnostic rather than simply "go/no go". There appeared to be a trend from quantitative to qualitative pre-testing because the latter seemed more readily adapted to these objectives. However from the research point of view quantification and a degree of standardisation seemed essential for control and reliability. The main problem therefore was to provide sensitivity without sacrificing control.
This paper sets out to show how a technique which was originally developed simply as a means of eliminating the fundamentally unacceptable product before it incurred substantial losses in test market, has shown itself to be capable of much more. The emphasis of the paper is on a series of case histories which illustrate the ability of micro-market testing to provide the basis of accurate volume estimates, to differentiate between price levels and to provide a speed of response and a degree of flexibility which would be beyond conventional test marketing. A second purpose of the paper is to demonstrate how a research technique which was originally developed for operation in the UK has been successfully transposed into a number of other national environments.
This paper outlines how the authors use qualitative research on rough anamatic commercials to develop finished advertising films. It describes the way in which we believe research should be used and tries to spell out the principles upon which the use of this method is based. The paper relies quite heavily on case history material which will be presented at the Congress, however it can be read without the case study material .
The purpose of this paper is to critically examine the above four distinct attributes of marketing models from the perspective of model building activities in social sciences, and to examine what contributions the consumer theory has made in building better marketing models. In the process, we will examine the crucial question as to whether consumer theory is sufficiently developed to be modelable and useful to marketing management.
Many legislative decisions have been adopted regarding the dissemination of product information to consumers. However, there is very little evidence that consumers' purchase behaviour has been affected by these actions. This paper is an attempt to assess the causes of such a lack of efficiency and to propose solutions for a more effective approach. It is argued that policy-makers' decisions are strongly influenced by implicit hypothesis about consumer behaviour and. that these implicit models are always incomplete and often wrong.
This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor product prices.
This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor product prices.
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.
This paper sets out to challenge some of the attitudes and beliefs commonly expressed about qualitative research, detailing the changes which have taken place since the early motivational research days and illustrating the variety of ways in which it is increasingly being used by today's marketing decision- takers.