This paper traces and explains the interrelationship of three important fin de siecle phenomena as they are occurring in North America: 1) the intensification of socio-psychological responses to the end of the second millennium and the approaching year 2000; 2) a growing spirituality that is one of the more striking of these millennial manifestations; 3) examples of new directions in the world of commerce and business. It concludes with the optimistic belief that these new directions are an early indicator of what businesses in the third millennium will be like.
This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management. It draws on both previously published research and new research.
Within Britain the dominance of leading supermarket chains continues to grow, as does the market share of own label brands. A new study shows generally favourable consumer attitudes towards these products. As a result, premium brands are widely perceived as being an endangered species. Evidence is presented, however, to demonstrate that even under direct attack from own label, either in the form of competitive sub-brands or massive price cutting, leading premium brands continue to display strength and resilience. The basis of this strength is discussed, and the outcome appears to be that excessive price competition from own label harms retailers at least as much as premium brand manufacturers. This explains why the relationship between the leading supermarkets and brand manufacturers has recently appeared less combative and more co-operative. This may be linked to shifts in shopping as supermarkets widen operations and new technology opens prospects of interactive home shopping.
This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay with traditional storytelling elements and devices. The results are based on a highly customized, iterative research model which enabled product developers to observe usersâ responses to both isolated product components and their integration in the overall product design.
This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of one-to- one relationship marketing and overlays the principal tracks that market research is taking in terms of the Internet as a medium for measurement and as a data collection tool. It examines the research tools available online; the dynamics of data collection, issues of respondent selection, privacy, security and the future direction, concerns and opportunities for the industry.
Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available. More sophisticated techniques and faster computers improve the marshalling of statistics. After data collection, however, information must still be turned into intelligence; evaluation remains a complex, time-consuming task. There is also built-in bias to issue optimistic projections. Forecasting remains an art, not a science. In this essay, we use both hindsight and foresight. Forecasts were made in 1973 for 1980 - in a global framework, using a composite or consensus method. Did the forecasts come TRUE or not? If off-target, what was the cause and what can be learned? Additionally, using a far more rich database than available in the 1970s, projections from the mid-1990s for 2000 and beyond are presented. Will these projections be more on target? Stay tuned! But based on past record, modesty and humility, not boasting, are in order.
This paper considers a broad range of qualitative methodologies currently being used, other than traditional groups/depth interviews, and examines how popular they are nowadays with both client buyers and agency practitioners alike. Additionally, the real reasons behind the employment of such âalternativeâ techniques are explored - to what extent do qualitative researchers feel obliged to recommend something other than âjust groups or depthsâ in order to win new business? Original research amongst industry specialists (buyers and practitioners) was conducted to help shed light on these issues.
How will air traffic develop during the next twenty years? Aerospace companies all over the world are confronted with this question. This is also of interest to the ordinary citizen, because without air traffic many business and holiday destinations would become unreachable. Using scenario techniques - systematic methods of analysis and simulations - an interdisciplinary team has developed alternative scenarios for air traffic in the year 2015. These scenarios are not predictions, but represent conceivable future air traffic developments. Two highly conflicting scenarios are presented. Particular emphasis is placed on the interaction between the economy, politics, technology, environment and society. The practical experience of a passenger in the year 2015 is described. To conclude, suggestions are made as to how these scenarios should be used by the company and what chances they might offer. For this purpose an outline is given of how an early warning system based on the scenarios should be established so as to be able to detect any changes as early as possible and to assess their impact on the chosen scenario.