The paper outlines what has happened to Media Planning, Media Buying and Advertisement Sales as a result of the impact and wide-spread proliferation of micro computers. The paper also highlights the practical problems still prevalent with Users that inhibit the fullest exploitation of such facilities and may limit future developments. The paper argues that, as with on-line facilities in the early 1970's, the advertising and marketing industry is one of the slowest and most reactionary when it comes to change and that the users sadly lag behind the rate of the product development. Finally, the paper offers some friendly advice for those about to enter the market or considering developing their own micro software for these purposes and forecasts some likely, some unlikely and some controversial directions for the next five years.
AGB started in 1986 the development of COMTEL (Common Television audience measurement system). This was done as a joint venture between AGB UK, Intomart and AGB Italy. But since COMTEL only produces the daily reports Intomart decided to develop their own Special Analysis system. At first to give the clients the possibility to calculate the same results as before but at this moment quite a few new analysis have been programmed. So now using peoplemeters and the advanced COMTEL software we create reports every day about viewing behaviour and the clients (now known as users) dial in to browse the reports on-line and everything is menu-driven. Now if a client is interested in Special Analysis he will not need Intomart people at all. He dials in and following the menus he is able to run the analysis himself. As one can imagine all this is quite a change for the clients and for the people working at Intomart. This paper will inform you about the new situation.
This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.
The topic of my paper, PC-based research in years to come, invites dreaming: talking about research based on the Personal Computer makes it easy to enter the no man's land between dream and reality, that land where cost per interview declines with the speed of a falling star and where a kiss on the computer earns you the optimal solutions. I will try not to do so. Instead, I will first highlight some actual differences between Europe and the USA. Next, I want to discuss the production process of market research and the product range that market researchers (within organisations or as research institutes) are offering. The production process / product range matrix (PP/PM matrix) offers a good base to explain the function and the opportunities of the computer and especially the PC in market research. The PP/PM matrix also offers a good base to show the main developments, threats and opportunities in the market research industry. Finally, I will combine the various developments and will try to draw a picture of PC-based research in the United States of Europe after 1992.
This paper presents five examples to stimulate broader thinking of how to apply PCs to interviewing. The five examples include: (1) dynamically modifying the questionnaire during its administration; (2) providing respondents with feedback as part of the interview; (3) accessing databases during the interview;(4) adding interactive video to a questionnaire, and (5) developing interviews for group decision processes.
INF*ACT Workstation enables the marketing professional to be more productive and effective in analysing and presenting data. In order to achieve this, INF*ACT Workstation brings together all the key marketing analysis tools and makes the interface between them as similar as possible, thereby reducing the time it takes to learn to use the system. INF*ACT Workstation also reduces the time spent locating and formatting data.
The purpose of this paper is to review the state-of-the-art in the use of hand-held computers for collecting research data. This may be done via interviewers or âtiedâ panellists; both approaches will be described and summaries of benefits provided, based on practical experience of cases in several countries. A review of major current applications will be presented, covering live and experimental work in USA, Australia and Europe.
The paper presents a summary of the state of the art of IDA and is based on our companyâs experience of offering interactive access to survey data to marketing/research people in the public and private sector since 1983. This has been observed from three perspectives - (a) the agency collecting the data, (b) the team responsible for setting up the database and (c) the users of the data.
After six months of development GfK launched a product based on the software package pcExpress with full integration of its GfK-experiences concerning data structure and reliability in operation. Above all the language EXPRESS, which is very closely guided along marketing demands, does not leave anything else to wish. EXPRESS has all possibilities to realise modern software design and the whole product offers reliable support for potential new PC technologies. For the user this GfK application presents not only routines for regular automatic input of new period data of the institutes but also extensive possibilities for flexible set-up of charts and a lot of features for data analysis and graphic representation as well as the chance to integrate user's own company's data into the analysis process.