Everybody who is engaged in providing goods or services wants to act upon the American saying, "Buy today the newspaper of tomorrow". For this purpose he turns to the market researcher. If no clear answers can be found for the basic questions, he wishes hypotheses to be set up and carried through. By this means, as soon as a future trend takes a more or less definite shape, the interested party expects to be in a position, in company with his market researcher, to open the right drawer to take out the appropriate master plan prepared in advance, and to apply it. In this way, market research will satisfy its most important requirement: that it should help the industrialist or the businessman to supplement the somewhat primitive application of his instinct and accumulated experience through refined techniques and the results they produce. It is to be hoped that market research will tell us how to go about in harmony with the markets of the world of tomorrow.
This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what really made consumers change their mind, what made them try a new brand or alter their behaviour patterns. Was the change a result of advertising? Most of the respondents state that "other persons" (neighbours, friends, colleagues) had made them convert. As so-called "opinion leaders", "influentials" or, in German "Melnungsbildner" and "Leithammel " (DOMIZLAFF). have these ⢠"other persons".gained a certain re-known as a subject for research as well as an argument in space selling. Let us investigate this phenomenon briefly.
This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what really made consumers change their mind, what made them try a new brand or alter their behaviour patterns. Was the change a result of advertising? Most of the respondents state that "other persons" (neighbours, friends, colleagues) had made them convert. As so-called "opinion leaders", "influentials" or, in German "Melnungsbildner" and "Leithammel " (DOMIZLAFF). have these ⢠"other persons".gained a certain re-known as a subject for research as well as an argument in space selling. Let us investigate this phenomenon briefly.
In this paper I propose to make some suggestions for the use of models and simulation techniques, similar to those employed by operational research workers in industry, as a means of reproducing patterns of past behaviour and of predicting patterns of future behaviour under various assumptions.
The design of the package is one of the major factors determining which products shall be carried from the shelf to the check-out counter. The sales effectiveness of package design can be determined by perceptual measurements. Visual research is a new science.
In the field of marketing, a prediction is only of value if it has a practical use and this is dependent upon the following concepts: 1.The suppositions underlying the prediction are clearly defined, and; 2. they are realistic. These points are well known. However the main problem of prediction is to find suppositions which are realistic and which occur often enough in the real world to be of value. From the study of numerous instances of new product launches, a special type of prediction relating to new products has been developed by the Attwood Group of Companies arid is the subject of this joint paper. The basis of this technique is the analysis of purchasing histories of members on a consumer panel. When a new product is launched, the following types of questions are usually asked: 1. What percentage of the population will buy the product in a period, say a month, at this time next year?; 2. What will be its brand share, at that time ? The first part of this paper, my contribution, deals with the first point. The second part, developed by my collegue Mr. Dennis, deals with the latter point. In it we intend to demonstrate how, with the analysis of consumer panel data, it is possible to give answers to these questions both accurately and sufficiently quickly after the introduction of the new brand, to ensure that valuable information on its future success is obtained at the earliest possible time. The statistical methods used for both parts of the paper are different and fully independent.
The growth of market research in the last two years in the Indian Union has happily been far greater than the growth in the markets concerned. One perhaps can say that this is due to the result of recognition last, that the marketing research techniques practised here have something to contribute to the understanding of the market to which a planned, and yet free, economy works in conditions which are increasingly akin to those of the developed world.
Broadcasting lays an adult world open to any child who can turn a switch, displaying this world effortlessly, vividly and for the-most part uncritically. The more television takes over from radio as the main broadcasting medium, the greater the attraction to the child. The BBC has shared the general concern in recent years about the effect of broadcasting on children, and has recognised that a primary need In this field is to be able to assess the child audience, its size and, if possible, its reactions. This paper outlines the evolution and methods of their present system of finding out the number of children listening to or viewing each programme broadcast, with brief references to the results and to current experiments in the more difficult problem of gauging children's reactions to programmes.
Governments - new and almost new - are confronted with the immediate need of knowing what policies are acceptable to whom and under what terms. This need is not always recognized. Yet a recent statement by a Cabinet Minister in one country that communications can no longer remain a one-way street points up a growing acceptance that policy and planning must meet some degree of acceptance. Business- particularly commercial interests seeking new markets or capital interested but wary of investments in unknown areas - need studies ranging from the simplest of consumer shelf counts to a more sophisticated analysis of Government attitudes towards foreign business. The mass media lack the most fundamental readership or listenership statistics. Television, with unlimited appeal to populations tragically short of recreation facilities and eager for news, can scarcely expand further with safety, without the guide-lines which public opinion surveys can supply. Turning the coin to its other side, the area offers to those who would practise research there new opportunities to wrestle with some very difficult and sophisticated professional and social problems. It even offers an opportunity to make a living if the support discussed later in this paper is forthcoming.
The purpose of the first pilot study was to establish that an enquiry into attention levels of the type envisaged would be practicable and that meaningful results could be obtained. 200 interviews were completed with housewives in I. T. V. homes in this study and the interviews took place in the latter part of June and early July 1960 in London, Birmingham, Leeds and Glasgow. Quota sampling methods were used with a social class control. During the interviews, housewives were questioned / about their activities during the preceding 30 minutes from the time at which contact was first established. 100 interviews began at some time between 5.30 and 6.00 p.m., and 100 between 9.00 and 9.30 p. m. All the interviews took place on weekday evenings.
Industrial market research Is the Investigation of the markets for capital goods by means of the approved market research methods adapted to the special requirements of the Industrial market. Industrial or capital goods are those products which are sold by one manufacturer to another, whether these products are finished, semifinished or serve as raw materials to the buying manufacturer. Industrial market research as It Is known to-day Is of a much more recent date than Is consumer research. Basically, it has taken over the techniques used In consumer market research, but it has also evolved methods of Its own which originated in the special requirements for this type of research which differ on some occasions widely from those of consumer market research. In this paper these differences will be pointed out whenever necessary. The scope of industrial market research is much wider and, at the same time, in some respects, much narrower than consumer market research. To take the latter first, psychological techniques of Investigation, known In consumer research as motivation research, are hardly used in the investigation of the industrial markets. Industrial market research has never indulged in "nose counting" as has' been the case with consumer market research for a long time and as it is still practised there. Industrial market research has one paramount aim: to forecast the development of the market for a particular Industrial product for, at least, the next five years and often for the next ten years.
In the first part of this talk, I approach the question of research and things which might be of interest to you, as researchers in the American market with all modesty. And with your indulgence then I would like to confine these remarks to a very few points which seem to me to have major significance to us as market-researchers.