Using the example of the German General Election 1976 we show how decisions can be reached with the help of survey research. Many examples are detailed: 1. Definition of the central theme of the election campaign; 2. Decision concerning the election campaign slogan; 3. Selection of the portrait for the poster with the chief candidate; 4. Time plans for the mobilisation of party supporters.
Using the example of the German General Election 1976 we show how decisions can be reached with the help of survey research. Many examples are detailed: 1. Definition of the central theme of the election campaign; 2. Decision concerning the election campaign slogan; 3. Selection of the portrait for the poster with the chief candidate; 4. Time plans for the mobilisation of party supporters.
Measuring change is - or should be - a way of life for researchers the world over. Witness to events, we provide a means by which decision makers in business, politics, government and society in general can assess public opinion and evaluate the effect of change on that opinion. The most effective way to measure change in public knowledge and opinion is by the use of tracking studies. This paper uses four case studies to illustrate how tracking studies can aid decision making in communications generally and advertising specifically. The four case studies are: - "The EEC Referendum Campaign" - "Save Water" - "Simply Years Ahead" - "Ideas in Action". All four series of studies shared the similarity that results were needed to aid decision making for communication tactics, but differed significantly in their execution due to the subject matter and the differing time constraints imposed.
The authors put forward a personal view of the development of social research in Italy since the end of World War II. They describe some of the difficulties inherent in commissioning and interpreting this type of research. Examples are given about the types of research being carried out in Italy, the actions taken (or not taken) on the basis of the results. Finally the authors suggest ways in which research in the political area may be improved in terms of credibility and effectiveness.
Because of the qualitative nature of group discussions, they are often the subject of debate centering around two major issues. First to what extent are the results generalizable to the real world (external validity) and second what effect do certain internal phenomena such as moderator influence, treatment effect, sampling error, group interaction, etc., have on the output (internal validity). This presentation draws together from published literature a list of potential sources of bias which it is believed may interfere with internal and external validity of group discussions. These potential sources of bias were evaluated and rated (on a 5 point scale - slightly harmful to very harmful) by a panel of well known and respected group discussion moderators in Canada and the U.S.A. A consensus was reached concerning a measure of "the harmful effects" of forty-four sources of possible bias.
The thesis of this paper is that a new technology exists and that within the next generation, it will drastically alter the jobs of market researchers and the methods by which decisions are made. First, we will look at decision making, its past, its present, and its future new requirements. Secondly, we will discuss nine new technologies. Finally, we will put decision making and these new technologies together to see what the combination suggests for the future.
Benefit Segmentation is a very popular tool in practical market delineation and promotional opportunity studies. This paper reports the results of a managerially oriented benefit segmentation study done in a midwestern United States bank market. Using standard attitudinal importance measures, ordinary cluster analytic methods were used to devise benefit segments. These were cross validated for behavioral market differences and checked for predictive validity by usual linear discriminant procedures. The replication study done two years later revealed several subtle market shifts with interesting promotional and "positioning" implications. Very often extremely profitable, and cost saving, strategies exist which can keep copy constant but shift media vehicles or change copy and continue in the same media vehicles (earning substantial discounts). This paper alerts service organizations to these opportunities and the possible pitfalls of "static" positioning.
The paper discusses the use of survey research findings as evidence in law court proceedings, a subject that has become increasingly significant, particularly in law suits concerning unfair competition. This is an area where survey results play an important role in decision- making processes. Here we find the struggle between supporters and opponents of representative research, the difficulty of introducing new research techniques and getting them generally accepted, and the dispute whether representative results can endanger the decision maker's independence. Conflicting opinions between interested parties and independent researcher as to the validity of results exist more frequently than in other fields, and in a few cases results were obtained and used for tactical purposes rather than as a basis for decisions.
The paper discusses the use of survey research findings as evidence in law court proceedings, a subject that has become increasingly significant, particularly in law suits concerning unfair competition. This is an area where survey results play an important role in decision- making processes. Here we find the struggle between supporters and opponents of representative research, the difficulty of introducing new research techniques and getting them generally accepted, and the dispute whether representative results can endanger the decision maker's independence. Conflicting opinions between interested parties and independent researcher as to the validity of results exist more frequently than in other fields, and in a few cases results were obtained and used for tactical purposes rather than as a basis for decisions.
The paper discusses a new market research data collection technique designed to become part of a combined product/market forecasting system. The market research described is particularly applicable to product planning in mature markets where repeat purchase accounts for an important percentage of the total market demand e.g. motor cars, office furniture. Having described the technique the paper illustrates its application using the hypothetical example of motor cars as the subject of a study. Strengths and weaknesses of the technique are summarised with the conclusion that SIMALTO and its analyses are a valuable addition to the product planning and marketing managers data base to aid decision making.
In recent years with growing pressure on profits and (at any rate in the U.K.) state interference in price-fixing, many companies have been devoting more attention to the need to develop procurement policies: skill and foresight in purchasing often being as, or more important a determinant of profitability as marketing ability. Moreover, developments in the food processing industry have focussed attention on the fundamental importance of procurement policies: policies that are very much affected by political, climatic, economic, technical and social changes. Rarely, if ever, has ESOMAR considered the application of research techniques to procurement problems, as a means of helping manufacturers to develop procurement policies which guarantee the input of raw materials essential to their manufacturing and marketing activity. This paper discusses these applications, illustrated with several case histories covering activities as diverse as sugar refining, vegetable freezing, bacon curing, meat processing and the manufacture of potato products.
The Dutch Government, before submitting their plans (policies) regarding Physical Planning to Parliament for approval, should give an opportunity to the people to react directly to these plans. The procedure followed is that of participation. One of the first subjects in which participation could have played a role in forming a central policy, was the urbanisation of the Netherlands. To help the participation procedure get under way, the Government conducted an informative campaign by means of the daily papers, the television and by radio. To establish the measure of effectiveness of this informative campaign, the Government decided to conduct a survey. After consideration it was decided to select an aim for the enquiry that would enable the fundamental variants concerning participation to be involved also. The research provided us with a number of results concerning public awareness of the campaign.