The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not particularly interested in advertising: it is just one of a myriad of influences vying for their attention in this fast moving and complex industrialised society. As a result they often give it very little of their conscious attention and leave their subconscious autopilot to take care of most of it. The problem is, however, that most advertisers concentrate exclusively on trying to grab the consumers' conscious attention and give scant regard to the advertising's possible subconscious effects.
This paper as the title indicates, would attempt to address two major areas on the extent of availability and use of research services in the countries of the Arabian Gulf and will particularly focus on very important aspects of the implementation using standard research instruments. There are two parts in this paper: I. The needs and uses of research services in the Arabian Gulf Countries. II. The Implementation of research procedures: A return to basics. The second part of this paper will expose and comment on certain interesting findings using data from fieldwork statistics and tests concerned with the resistance to interviewing and research practice in Kuwait.
The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction felt by many professionals with the superficiality of much qualitative work; that it is a synthesis of old and new ideas incorporated within an eclecticism deriving from several related disciplines. Major influences from within and outside the market research profession are examined and the more important techniques in use, the so-called psychoscopic techniques, are discussed.
In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will be discussed as it is extremely rare that a custom developed program will be cost-effective. Development time of good software is to be counted in person-years. This takes it out of reach of all but the largest organisations. For most organisations commercial software is sufficient and can be the basis for highly effective and efficient systems.
The observations in this paper relate especially but not only to one massive international tourism survey. In a period of six months, that survey required eight market research companies to work closely together to find appropriate respondents. Altogether, throughout seven countries, they screened persons in 131 households to find and interview 2,345 consumers. They also conducted 232 lengthy interviews with trade people.
The paper describes how qualitative research conceived on a very large scale and analysed by a multi-disciplinary team, can help to establish a data-base of value to decision-makers in all areas of marketing in West Africa. The AdAfrica project is also unusual in that it was initiated by researchers rather than commissioned by manufacturers. The broad geographical and conceptual scope of the project appears to have considerable utility for those multi-national companies who are looking for economies of scale in regional, if not global, marketing. We believe this type of research, which provides a rounded picture of society from the point of view of individual psychology, anthropology, advertising and economics, is likely to become increasingly in demand as the economic recession leads to greater competition in international marketing, and a need to really know the consumer in depth.
This paper presents a brief review of a structural approach to competitor analysis: A review which includes a presentation of several strategic planning models particularly those involving a competition approach. To help understand the role of marketing research in these strategic models, the concept of links between market structure and the strategic decisions of firms is presented.
This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a log-linear procedure demonstrates that the strength of personality variable differentiates at least as well as or better than the variables sex, age and socio-economic status. It is also shown that the instrument demonstrates a high degree of reliability and that it can be validated by an external criterium.
This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a log-linear procedure demonstrates that the strength of personality variable differentiates at least as well as or better than the variables sex, age and socio-economic status. It is also shown that the instrument demonstrates a high degree of reliability and that it can be validated by an external criterium.
The objective of this paper is to study the nature of the marketing research task in Eastern European countries. The need for this type of analysis steins from the fact that most research procedures, whether for domestic or for international marketing, have been developed in western industrialised markets and do not reflect the distinct needs and unique characteristics of marketing in, and for Eastern Socialist states. The paper consists of an introduction and four main sections. The first section establishes the importance of East-West trade. The second presents a systematic procedure for international marketing research, and highlights some of the main difficulties that are often encountered by researchers in foreign markets. The third section examines the similarities and differences between Eastern and Western marketing systems, points out that the two systems tend to converge in recent years, and discusses in detail the importance of the "shortage economy" concept for marketing in socialist countries. Finally, the fourth section suggests a specific research procedure for Eastern European markets, based on the findings of the preceding discussion.
The authors believe that there is considerable potential for residential viewdata, including interactive services, in the UK, and that the leading role of market research function in Club 403 allowed immense progress to be made. Communication of this progress to industry, the television trade, the media and the public must now be the next stage of market development.
In stimulating the economy governments have to stimulate entrepreneurship and have to reach the entrepreneurs which are together responsable for changes in the aggregate statistics. To do so one has to realize that due to differences in entrepreneurial climate there is not one uniform approach. Each country has to define its own policy. Herewith one may learn from the policies abroad but one cannot adopt a regulation without surveying its effects within the different entrepreneurial climate.