In 'broadening the use of research' is essential to comprehend each other in direct communication and also in depth of meaning. This latter understanding- of the use of language linked with culture makes a vast difference to the collection and interpretation of research data. Case histories from a consultant researcher's note book are described to demonstrate the problems that can happen at every stage of research through from concept to presentation. There is continuous need for understanding in the development of research.
The original intention of "Coisas da Roga" (Country days) was to have a better understanding of the relationship between rural people in the Brazilian state of Sao Paulo - "country folks", as- they call theirselves - and the big city consumer society. Particular attention was given to one of this relationship' s vital manifestations; television as, a medium, and television commercials. By using a descriptive and exploratory method to approach a theme and a population not yet researched in Brazil, new elements arose regarding social changes caused by television as an agent of innovation.
This papers presents the main results of a research study aimed at defining the communicational strategy to be applied through a national TV campaign promoted by the French Committee on Health Education, and concerning alcoholic overconsumption.
The shift from primary and manufacturing industries to the service sector continues in the industrialized nations of the West. Within the service industries, the emphasis is now on the production and distribution of organised information. The age of knowledge and know-how is here; the "fuel" of modern economies is information, on a commodity or specialty basis. It is imperative for market researchers to consider this trend. The changes taking place in the business environment can be perceived by looking at non-traditional indicators. Two types are identified here, complete with examples, "entities" and "transactions." Both are useful in pinpointing fast-growing segments and genuine opportunities. The changes in the technical environment include the fast rise of microcomputers on the one hand and on-line, electronic data bases on the other. More and more, they will be used in a complementary fashion. The information content of industries, functions, and occupations must be analyzed as well as the speed with which information is delivered to users. Spatial maps are drawn up to identify the characteristics of both information content and information delivery.
The telephone division of the Netherlands P.T.T. has until recently used a revolving panel operation to register outgoing and incoming telephone calls. Write in-questionnaires were being used. They provided useful but far from perfect information. The data produced covered only about 70% of all calls made and the estimates of their duration were poor. These problems are now being solved by supplying panel members with NIPO's question/answer machines attached to the telephone, rather than with the questionnaire block notes previously used. These machines record essential occurrences inside the telephone and the monitor screens project short batteries of questions immediately after each telephone conversation. Panel members reply by pushing the relevant answer-buttons. The data so registered, both the technical records and the answers to questions, are transmitted to NIPO's computer over the telephone wires during the night.
In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase, brand awareness, brand preference, relative importance of price and quality, is collected, also.
My objective is neither to deliver a case history of the utilisation of surveys for strategic purposes, nor to present a new, revolutionary method. Rather, on the grounds of my dual experience as a Manager and a Consultant in the area of strategic thinking and planning, I wish to give an encouragement as well as a warning, by outlining the characteristics and informational tools of strategic analysis and by broadening the thinking according to the various types of decisions needed by such an approach.
My objective is neither to deliver a case history of the utilisation of surveys for strategic purposes, nor to present a new, revolutionary method. Rather, on the grounds of my dual experience as a Manager and a Consultant in the area of strategic thinking and planning, I wish to give an encouragement as well as a warning, by outlining the characteristics and informational tools of strategic analysis and by broadening the thinking according to the various types of decisions needed by such an approach.