This paper is a case history setting out what we have learned from a major programme of research into public knowledge, attitudes and behaviour in relation to the disease AIDS, with the emphasis on research methodology. The research was commissioned by the British Government in relation to its programme of public education and publicity. The paper is in seven sections.
The shape of the future of European market measurement research services is in the process of appraisal and change. Not least, this is because of the potential impact of technology driven services, originating in the U.S.A. Such services superficially appear to undermine the role of traditional market measurement services, be they either consumer panels or retail audits. By tracing the evolution of the dominant market measurement in GB, the causes and changes in the marketing environment, and the interface of this with the fundamental data model of market measurement, the paper explores the role of consumer panel techniques historically and in the future. In particular the paper demonstrates the potential of how consumer panels can be used to meet changing information needs, with little change to basic data and methodology. The paper draws on recent GB experience to identify applications across the specific range of marketing requirements that exist now, and will grow in the 1990's.
Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some psychological mechanisms of both spontaneous and aided awareness and the structural relationship between both of them. Our results show that in many product categories there are thresholds for spontaneous awareness. The location of the threshold, and its specific importance vary from one category to another, but the structural relationship is always identical. The characteristics of the threshold are strongly dependent (50% of the variance) on the position of the leaders which one can measure using the index of memory block.These psychological phenomena can create 6 strong barrier, giving a large advantage to the initial brand, almost known by all consumers. One can therefore contrast locked and open markets.
Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some psychological mechanisms of both spontaneous and aided awareness and the structural relationship between both of them. Our results show that in many product categories there are thresholds for spontaneous awareness. The location of the threshold, and its specific importance vary from one category to another, but the structural relationship is always identical. The characteristics of the threshold are strongly dependent (50% of the variance) on the position of the leaders which one can measure using the index of memory block.These psychological phenomena can create 6 strong barrier, giving a large advantage to the initial brand, almost known by all consumers. One can therefore contrast locked and open markets.
The paper shows that the accelerating changes in media and advertising practices have created an environment in which programme sponsorship will thrive. Based on a thorough analysis of the main strategic trends in Europe, North America and the rest of the world, the paper shows that media budgets will increasingly be devoted directly to the development of programming.
This paper describes the results of a methodological test conducted by NOW Research, on behalf of British Telecom - PRESTEL. The purpose of the research was to assess the validity and efficiency of collecting market research data through the medium of a television screen using PRESTEL, British Telecom's public viewdata service, compared with central location telephone interviewing.
This paper describes a pragmatic approach to the adaptation of the very advanced market research systems implemented in the United States to the smaller markets which predominate in Europe. The research service we speak of is based on the use of scanning methods at the cash registers of a number of shops. Panels of households have been recruited on a large scale from the clients of these shops. This paper shows how, with the use of new technology and pragmatic ways of handling data, a high tech system like Inter/Views Interaction Panels can be developed and maintained. The paper shows how changes to the US set ups have been made in order to adapt the system to a smaller scale, fit for most European countries. The paper goes on to demonstrate the potential a system of this nature can have in the near future in allowing more objective conclusions as to the effect of various marketing activities.
Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and cognito-perceptive aspects) relating to the product, and "symbolic" data or those relating more strictly to the "image" of the product, delineating its position in both current and potential terms. The inherent power of the structure chart establishes a link of exceptional clarity between the "reality" and the "image" of a product, allowing simultaneous "reading" of the images of a number of competing products without involving the risk of flattening out the figures.
This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of the research obtained through this new approach. The global scheme of the Image Prospective Balance is presented finally.
Ever longer time-series trends in survey research are increasingly opening up opportunities to determine covariance and formulate hypo- theses about causality through analysis of the connections with other data from company statistics, from media content analyses of the print and electronic media--both in the advertising and editorial pages--or from official statistics. The validity of such hypotheses increases with the size of the sample and the length of the time period within which they are confirmed, thus providing increasingly firm ground for economic and political decisions. Research is faced with new challenges to develop theories which can clarify unanticipated connections.
Ever longer time-series trends in survey research are increasingly opening up opportunities to determine covariance and formulate hypotheses about causality through analysis of the connections with other data from company statistics, from media content analyses of the print and electronic media--both in the advertising and editorial pages or from official statistics. The validity of such hypotheses increases with the size of the sample and the length of the time period within which they are confirmed, thus providing increasingly firm ground for economic and political decisions. Research is faced with new challenges to develop theories which can clarify unanticipated connections.