A new phase in Market Research ? Perhaps it can hardly be considered, hut there has certainly been during these last few years an evolution towards greater specialisation. Many companies have been setting up their own Research Departments either on a large or small scale and are now using market research directly in some form or other usually adapting the various techniques to their specific needs.
The systematic use of opinion and market research is relatively new in France. In summing up the most important development to be seen is the ever increasing variety of the objectives of opinion and market research. The reason for this lies generally speaking in the recognition of the necessity of studying the great collective problems which are posed by the demographic and economic development of the country. On the level of individual companies which are part of this expansion interest in the economic and marketing problems is increasing and in the minds of management they are becoming as important as the purely technical and financial problems. With regard to methods the continuous purification of the tools of market research bears witness to the scientific techniques employed.
1963 has been a year of further economic growth in Norway. Gross national product increased by about 5%, production in industry by about 6% and in exports there was an increase of about 8%. Prices have been rather stable. Retail sales increase by about 5%. Apart from the above mentioned changes, there is a developing trend with regard to more media and advertising research.
A Dutch association of market researchers was established in May 1963. On 15th October 1963 the first meeting devoted to market research was organized in Scheveningen. Some 400 people took part representing a large number of Dutch industries, governmental institutions, research and advertising agencies. By the end of 1963 the association numbered about 120 members. Several working parties have been established, each of them devoting itself to some particular problems, such as meetings, education, techniques, international relations, etc.
There is no exact information available on market research. Compared with scientific research in the various fields and extensive marketing activities at home and abroad, market research is still very modestly used. Indications however are that the importance of market research is steadily growing. Increasing attention is given to advertising research. The dependence of many Swiss manufacturers on foreign markets also calls for intensified export market research.
At present there are in Spain a number of market research organisations with the proper technique and field staff which can accept market research studies of any kind. While in Sweden The association of the eleven leading market research institutes which was founded in 1960 has extended its activities during 1963 and has tried to solve some vital problems in the field of market research.
Market research in Greece is expanding. The National Statistical Service continues to he very active, using sample surveys to broaden the areas in their data collecting and processing activities. Obviously N.S.S.'s efforts cover basic measurements mostly (production, employment, industrial and distributive structure, family spending patterns etc.). In addition some semi-government organisations expand their research activities well beyond the original head-counting exercises. A small part of this work is only published.
The position of market research in Germany has been strengthened in the last year and no doubt its efficiency has increased. More and more companies are undertaking long-term systematic research and to an increasing degree market research organisations are being asked to testify before courts of law as expert witnesses. Some organisations stress certain aspects of market research more than others but this does not mean that they specialise. This has led to more intensive trend research and panels in various fields, e.g. tradesmen panel, motor car panel etc.
The interest in and the use of market research has again expanded in Finland. General consumer surveys as well as special services are used more regularly than hitherto. There have been training courses for young market researchers arranged by an industrial organisation and a large research institute. It is now becoming more usual for larger concerns to have their own marketing research departments and their duties have been discussed in business journals.
In the spring of 1963 a pending general labour dispute caused a slowdown in marketing research activities in Denmark. When this dispute was brought to an end there was a revival resisting in more market research work than in any preceding year. The total turnover of professional market research exceeded 5 mill. Dkr in 1963. The Danish Marketing Research Association continued to work according to its objective during 1963.
The market research organisations in Belgium generally recognise two types of clients: Belgian companies and foreign companies. It is difficult to estimate the number of business transactions coming from each of them. However it is true to say that as in previous years an important part of the activities of the market research organisations can be attributed to the demands made either directly from abroad or by companies whose business policy is determined largely by foreigners.
This year has seen not only the continued growth of market research in the U.K. hut also a number of developments which consolidate the scientific status of the profession. On a more general level two related developments are of considerable interest for the future. The first of these is the increasing interest that is being shown in an operational research approach to marketing and in the formulation of marketing models.