This contribution considers the capability of different indicators of the overall consumer mood to make predictions about the building-savings market in the Federal Republicthe Allensbach Indicator and the Consumer Climate Index of the Forschungsstelle fur empirische Sozialskonomik (Prof. Dr. G. Schmolders) e.V., Cologne. Both of these key indicators clearly precede developments in the building-savings sector; with a correlation coefficient of r>0.8, and 70% accuracy, the forecast provided by these factors is far better than anticipated but, nonetheless, not completely satisfying.
This contribution considers the capability of different indicators of the overall consumer mood to make predictions about the building-savings market in the Federal Republicthe Allensbach Indicator and the Consumer Climate Index of the Forschungsstelle fur empirische Sozialskonomik (Prof. Dr. G. Schmolders) e.V., Cologne. Both of these key indicators clearly precede developments in the building-savings sector; with a correlation coefficient of r>0.8, and 70% accuracy, the forecast provided by these factors is far better than anticipated but, nonetheless, not completely satisfying.
Within the Marketing research area CFRO has been specialising in survey data processing, and in sophisticated data analysis. Having no field interviewers, CFRO did not manage the data collection process.
Within the Marketing research area CFRO has been specialising in survey data processing, and in sophisticated data analysis. Having no field interviewers, CFRO did not manage the data collection process.
A multi-disciplinary group was asked to place itself in the position of each customer class and, without reference to the candidate product, derive a list of criteria by which they would judge the value of a chemical mower. They were then asked, individually, to rate the relative importance of the criteria. Although not taken to the extent of dramatic role play on this occasion, identification with the customer proved to be an important ingredient of the method and it is suggested that salesman/customer role play could be developed considerably as a creative technique for problem definition. Finally, participants were asked to use their own judgement to rate the candidate product against the customer profiles which had emerged. At each stage the individual ratings were used to structure discussion aimed at arriving at a consensus view of the key issues, with underlying reasons, to be explored through market research.
The paper attempts to provide an overview of how the recent recession has affected professionalism in Market Research in the UK. It is in five main sections.
The paper explains, how periods of economic instability have led to new demands for market research data amongst the suppliers of financial services. During times of stagnating or even reduced market research budgets, the structural survey of the Establishments-FMDS has been positively judged and accepted by the leading banking and insurance companies. The success of the Establishments- FMDS lies mainly in the fact that it was developed in close cooperation between market researchers from Infra- test and the companies involved as well as banking and insurance experts. In addition it was conceived as a multi-client study and therefore does not overburden the budgets of the single companies.
The paper explains, how periods of economic instability have led to new demands for market research data amongst the suppliers of financial services. During times of stagnating or even reduced market research budgets, the structural survey of the Establishments-FMDS has been positively judged and accepted by the leading banking and insurance companies. The success of the Establishments- FMDS lies mainly in the fact that it was developed in close cooperation between market researchers from Infra- test and the companies involved as well as banking and insurance experts. In addition it was conceived as a multi-client study and therefore does not overburden the budgets of the single companies.
The paper takes a non-specialist view of television audience measurement in Europe, from the standpoint of a major user group, manufacturing companies and their advertising agencies. It suggests the growing inadequacy of traditional audience research techniques to deal with a post-recessionary, demassifying TV medium. The paper discusses the impact of technological change and shifting viewing patterns, and examines the evolving needs of major user groups in the 1980's and beyond. It suggests a technique for the clustering of communications tasks for measurement purposes, discusses the vexed issue of audience research funding, and makes suggestions for future approaches to TV audience measurement in Europe.
This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the research industry in the U.S.A. This renewed interest is due in part to the assumption that the use of single source data (TV viewing data, purchase data, etc., obtained from a single household over time) allows the advertiser to define media target markets directly by brand/category usage instead of demographics.
The main purpose of this paper is to describe how specific research methods were used to support the decision making regarding the very recent introduction of new cooking equipment on the Dutch market. Specific characteristics of this market necessitate a producer to only carry a small assortment.
In this paper we discuss some recent and possibly unique developments in the application of computer technology to market research data collection and analysis. We describe the development of three systems which utilise local area networks of micro-computers ultimately linked to a mini-computer. The three systems are: a) A flexible generalised system which uses the mini- computer to "program" micro computers to act the role of interviewer. b) Distributed data preparation using micro-computers. c) A computerised method of analysing and coding the answers to open-ended questions in surveys. The paper describes our systems and their rationales. Each we believe, takes advantage of the theoretical possibilities provided by the micro chip revolution without losing sight of the need to moderate and justify capital investment in equipment.