The need to monitor market changes, competitive activities and own performance is satisfied with a measurement procedure based upon consumer attitudes. In addition to being simple and inexpensive to administer, the procedure demonstrates reliability, validity, and discrimination. Penetrating questions about store patronage can be answered with the use of this procedure.The study reported here has depended upon a measurement procedure in which validity and discrimination can be demonstrated. To fully appreciate this evidence, however, it is necessary to know the background and development of the market under study. A historical summary will be provided followed by a description and evaluation of the measurement procedure. In addition, this paper will illustrate three penetrating analyses of the data.
Rather than give a series of unrelated examples of sources and possible uses of external information, I thought it more useful and I hope more interesting if these could be within the context of a real life case history, albeit of necessity an extremely short one. I shall therefore use the Dorothy Perkins retail fashion chain as a framework for this paper. Although the sources and applications of information are by no means exhaustive, they are at least genuine and practical. I emphasise this point because the collection of information is easy - its utilisation however is often more questionable. To be of value, external information has to be relevant to internal and controllable situations and has to be interpreted and used in conjunction with often very sophisticated internal information and used by expert and discerning internal management. That management should know what it is looking for and should be seeking a steering mechanism rather than a totally new vehicle.
During this presentation the new computerised cash register, Electronic Cash Register, manufactured by The Singer Company is being introduced to the audience. The following information is given in more detail: 1. The basic idea and mission of the equipment in the retailing business; 2. How it functions?; 3. Who are the users?; 4. What is the cost?; 5. What are the problems?
The paper discusses four areas of published statistical information on retailing in Europe that are of importance to retail management. These are, general economic trends, trends in retail organisation, data on performance and trends as between countries. In each case, an outline is given as to what is available and the gaps in information in some countries. Stress is laid on the need for great care in making comparisons between countries. A bibliography of some hundred sources of information covering sixteen countries is included.