This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to advertising perception? To put it another way, is advertising for Brand X getting through to those who make actual Brand X purchasing decisions?
This paper presents an analysis of the world housing market for the period 1960-1985. Historical and projected data are presented for number of households, conventional homes in place, homes wired for electricity, homes containing piped-in water, housing completions, average floor size per completions, average floor size per completion, and the type of structure. The emphasis is on analysing the general socio-economic environment, housing amenities, and regional differences or similarities.
In an attempt to contribute something to new product development and in accordance with the Congress theme of "Research for Decision Making" this paper concentrates on the use of research for innovation in financial and investment marketing, and examines the effect of decisions based on this research. In addition to case studies on the introduction of new consumer and institutional investment services, research which led to the launch of a completely new bank - American Express Bank, in London - is described, together with techniques which helped develop the package of new banking services leading to the success of the new bank.
The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the majority of Austrians do not avail themselves of long-term forms of investment offering higher yields. For this reason an attempt is made in this paper to apply the model of "perceived risk", which has been used successfully in the analysis of consumer behaviour, also to the explanation of savings decisions made by the private investor.
The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the majority of Austrians do not avail themselves of long-term forms of investment offering higher yields. For this reason an attempt is made in this paper to apply the model of "perceived risk", which has been used successfully in the analysis of consumer behaviour, also to the explanation of savings decisions made by the private investor.
On the basis of forecasts the United States were expected to introduce import restrictions for the protection of its home market. In this way the Japanese textile export could be deflected to the West-European markets, where the Hungarian exporters would be forced by the new competitor to take strategical decisions. The managers of the Hungarian textile industry sponsored the elaboration of a forecasting model, which 1. describes the process of the expectable events; 2. determines the values of the economic and marketing factors, where the process starts; 3. controls, if the Hungarian enterprises are capable to follow up the course of these factors and 4. to conceive and realise their new marketing strategy from the date of the appearance of the values until the European market situation is changing. The usefulness of the model has been verified by the past economical processes.
Summing up it can be stated that on the basis of the experience gained in co-operation FEKON could usefully be experimenting to appear on the domestic market which was aided by the carefully prepared marketing programme, and the proper evaluation of consumers' opinion. The lesson which can be drawn: if the decision is carefully prepared one can appear on an unknown market even with perfectly new articles. Another lesson: that a company virtually in a monopolistic position can be obliged by the changing economic circumstances that market possibilities should be recognised and innovations, novelties should be introduced.
Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal quantification subject to inherent constraints, to determine the "best" factor analysis, the "best" regression procedure, and so on. This paper is concerned with a decisional (l.e. guiding selection of explanatory variables) method put forward by G. Saporta.
Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in which both readership and television viewing was recorded on a diary by the respondents.
This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.
The paper focuses upon the issues involved in travel/communication substitution, a topic given much greater prominence in recent years due to rapidly escalating costs of travel and energy shortages. The purpose of this paper is to present a general overview of some of the methods available as a substitute for business travel and to report results of a study designed to assess attitudes towards communication as a means of travel substitution.