This paper briefly describes a continuous market information system for the travel industry in Sweden and shows various applications and usage possibilities. The paper shows how the system can be used to monitor basic market volumes as number of trips, number of nights and money spent for the most important types of travelling, i.e. private and business travel, in Sweden and abroad, and trips including overnight stays as well as longer one-day trips. It is also illustrated how the overall travel volumes can be described in terms of travel month/season, destination, means of transport, type of accommodation, main purpose and type of travel arrangement. It is demonstrated how this data can be used to describe and monitor various sub-markets.
For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how it could be improved. The experience from more than 120 ad post tests integrated into this tracking study has been systematically summarized in an "electronic ad handbook". This has made it possible to analyze new ways of understanding the operation of print advertising in the home loan market. The practical significance of this advertising research for LBS communication policy is illustrated by concrete examples.
This paper is founded on the market research carried out by the author in 1987 in the Market Research Centre - Zagreb, for the needs of a specific Yugoslav conglomerate which is involved in the production and processing of zinc, alloys and chemical products. The basic impetus for the research was an assumption that the existing corporate image was inconsistent.
The paper presents a new approach to the scaling of market product characteristics. The categories used in information theory are applied to study product characteristics, which are treated as meaningful messages. The market product itself is approached as information conveying unit in the area of exchange.
This paper looks at the lessons that have been learned in providing a continuous measurement of tourism in GB in terms of questionnaire design, sampling and analysis. The paper draws on the experience gained by NOP Market Research Ltd in monitoring tourism in Britain for both the British Tourist Authority (BTA) and the National Tourist Boards of England, Scotland, Wales and Northern Ireland. The BTA has carried out an annual survey measuring the 4 + night holiday taking habits of the British population since 1960 and the National Tourist Boards have been monitoring "all tourism" since 1972. NOP Market Research Ltd has carried out both these surveys since the beginning of the 1970s.
A company in the financial area had developed a special conception of a sales organisation. One main target of this research was to find the correct way of addressing (advertising, head hunting or other methods) for possible candidates for such a sales organisation.
This paper shows how a market research study in rural India designed essentially to develop communication for India's National Diarrhoea Management Programme, resulted in shaping the programme strategy. Diarrhoea is a major cause of child mortality in India responsible for approximately 1.5 million childhood deaths each year. These deaths are largely preventible through Oral Rehydration Therapy (ORT) which involves continual administration of any of a wide range of fluids most of which can be made at home. The simplest of these is a solution of sugar, salt and water. The effective management of diarrhoea in the home therefore needs to be taught to every mother. The objective of the study was to understand current knowledge, attitudes and practices (KAP) regarding diarrhoea among mothers in order to obtain baseline information for designing a communications strategy. This understanding was necessary at the level of each administrative-political state as well as on a national basis. The study was designed in two-stages. The first stage was exploratory and sought to understand the range of knowledge, attitudes and practices regarding diarrhoea across the country. The second stage was designed to quantify data that was considered important for the design of the programme and its communications strategy. 168 focus group discussions, 453 tape recorded in-depth interviews and 5310 personal interviews based on a structured questionnaire provided the data base.
It is the intention of ESOMAR to increase its value to Research Users. To this end, ESOMAR has created a "Users' Working Party". Since this group and its efforts are in their infancy, it seems advantageous to shortly review the "Background" birth before going into the "Current Status" and recommendations for the "Future" as developed by this years Users' Working Party.
Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today, at a time when qualitative research is characterised increasingly by its capacity to indicate the underlying meaning of things, the paths of imagery and the conditions needed for this imagery to function; today, when qualitative research is proving its value as a tool to help industry in its choices and its developments; paradoxically but still very logically, it has adopted statistical and data processing tools in order to deepen understanding of what is meant to the consumer by the signs and spaces of his environment and the consumer products in this environment The way has now been opened for the integration into our qualitative methods of data processing and quantitative analysis techniques - not in the aim of ending up with a mixture of qualitative and quantitative approaches - a sort of undifferentiated qualitative- quantitative method - but in order to continue to enrich our qualitative analyses with ever more efficient tools for their interpretation. At a time when Europe-wide qualitative studies in the horizon, this orientation takes on an even greater importance.
Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today, at a time when qualitative research is characterised increasingly by its capacity to indicate the underlying meaning of things, the paths of imagery and the conditions needed for this imagery to function; today, when qualitative research is proving its value as a tool to help industry in its choices and its developments; paradoxically but still very logically, it has adopted statistical and data processing tools in order to deepen understanding of what is meant to the consumer by the signs and spaces of his environment and the consumer products in this environment The way has now been opened for the integration into our qualitative methods of data processing and quantitative analysis techniques - not in the aim of ending up with a mixture of qualitative and quantitative approaches - a sort of undifferentiated qualitative- quantitative method - but in order to continue to enrich our qualitative analyses with ever more efficient tools for their interpretation. At a time when Europe-wide qualitative studies in the horizon, this orientation takes on an even greater importance.
Do not expect form this paper an advertising lesson of a comparative study between German and French campaigns.The purpose here is simply to show you what the ten French advertising tendencies are today. As ten planets shining in the sky of communication: It is for each of us to lay out our personal route stemming from them.