The market research has largely contributed in recent years to provide facts. Instead of illusions that one had about the conditions of the market. The management has been able to make decisions on an evaluation more realistic and more accurate.
The market research has largely contributed in recent years to provide facts. Instead of illusions that one had about the conditions of the market. The management has been able to make decisions on an evaluation more realistic and more accurate.
This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the United States of America. When we think about international research we all pay lip-service to the fact that the people living in one country differ in many respects from those in other-countries. We know that the same problem arises in advertising when it is said that copy produced for one market is unsuitable for any other market. However, this vital fact of each nation approaching its problems in a different way has not been investigated, as yet, in any scientific way; what I can do is to give some thoughts based on my practical experience in the hope that you may avoid many of the mistakes which we make until we have learned our lessons.
The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as âWhat do you think the Conservative Party stands for?". The answers were illuminating and fundamental, but incomplete. The techniques of investigating the problem have come more sophisticated and comprehensive.
I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to measuring the general effects of the medium, and in particular the effect of people's values and standards of behaviour. I set out to assess the comprehension of a whole range of informative television programmes (not plays or entertainment items) on samples of the general public. In all, nearly 2,.00, people were tested in groups of about 30 at a time. The first and most noticeable finding was that the intake of ideas, so far as it could be expressed and assessed in words, is closely related to the amount of education a person has had. It is also closely related to his level of intelligence so far as that is reflected in an occupational scale based upon .degrees of skilled training required for a job, and derived by W. A. Belson when he was at the BBC's Audience Research Department from data supplied by P.E. Vernon. This intelligence factor came out. in different amounts of comprehension among the audience: for any one programme and also in the different proportions of viewers able to grasp the. essentials of one programme as compared with another.
I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to measuring the general effects of the medium, and in particular the effect of people's values and standards of behaviour. I set out to assess the comprehension of a whole range of informative television programmes (not plays or entertainment items) on samples of the general public. In all, nearly 2000 people were tested in groups of about 30 at a time. The first and most noticeable finding was that the intake of ideas, so far as it could be expressed and assessed in words, is closely related to the amount of education a person has had. It is also closely related to his level of intelligence so far as that is reflected in an occupational scale based upon .degrees of skilled training required for a job, and derived by W. A. Belson when he was at the BBC's Audience Research Department from data supplied by P.E. Vernon. This intelligence factor came out. in different amounts of comprehension among the audience: for any one programme and also in the different proportions of viewers able to grasp the. essentials of one programme as compared with another.
It is usual in reviewing the applications of market research, to itemise each particular field of operation, to discuss the techniques employed under each heading, and to refer to possible developments. In this paper, I propose on the one hand to outline some of the broader concepts of application, and, on the other, to touch on a few of the problems which are created by the need to produce a coherent research programme on the terms required by practical business-decision.
It is usual in reviewing the applications of market research, to itemise each particular field of operation, to discuss the techniques employed under each heading, and to refer to possible developments. In this paper, I propose on the one hand to outline some of the broader concepts of application, and, on the other, to touch on a few of the problems which are created by the need to produce a coherent research programme on the terms required by practical business-decision.
Social studies are a recent development in Spain and Market Research even m«re so. It is not within our scope to give the reasons for Spainsâs lagging behind' the other western countries in this field. Market research really has no history. Up to just a few years ago, nothing had been done in this field apart from sales statistics or more or less theoretical surveys carried out by personnel of private concerns. The present position of research in Spain is favourable to accelerated development in both the social and the market fields, A real need in the new Spanish social set-up and a keen desire to keep with universal trends combine to make the practice of these studies increasingly urgent.
Social studies are a recent development in Spain and Market Research even m«re so. It is not within our scope to give the reasons for Spainsâs lagging behind' the other western countries in this field. Market research really has no history. Up to just a few years ago, nothing had been done in this field apart from sales statistics or more or less theoretical surveys carried out by personnel of private concerns. The present position of research in Spain is favourable to accelerated development in both the social and the market fields, A real need in the new Spanish social set-up and a keen desire to keep with universal trends combine to make the practice of these studies increasingly urgent.