The aim of the paper is to describe a method which can be employed in order to find out the psychological motivations underlying people's actions and which was successfully applied in order to understand the psychology of decisions concerning the use of mobile phones. According to the underlying theory people's values influence their attitudes towards products or services and in turn attitudes influence actual behaviour. The method consists of techniques for the statistical measurement of people's values and attitudes and for the analysis of the relations holding among these two psychological variables.
This report offers evidence on the practicability and corporate efficacy of one approach to the analysis of socio-cultural factors influencing mobile phone use. 1 > Our survey enabled us to draw a general map of attitudes to cellular telephony within which we have identified attitude macro-areas that correspond to specific consumer spending patterns. Further a model is proposed for the interpretation of consumer decision-making processes and a number of factors identified that intervene at various stages of the customers life to impede the growth of mobile phone use and which also have a negative impact on customer satisfaction/loyalty. This survey forms part of a project developed jointly by several head office units and one regional sales department. The paper describes the qualitative and quantitative analysis methods employed the studys main findings and certain general implications.
The first part of this paper discusses the perspectives and problems of multimedia market, focusing the difficulty in defining the dimension, the characteristics and trends of this market. The second part describes the difficulty of the market researchers in answering these questions because both supply and demand are missing, not yet identifiable. Researchers are thus deprived of the traditional reference points any market research study is based upon. The paper analyses these issues, suggesting some considerations on the change in the role of the market research in studying the multimedia market and on the adoption of new approaches to our traditional methodologies.
This paper looks at the use of communication, not only advertising, as a strategic resource for creating strong links with the various segments of telecommunications users. This need was isolated by Telecom Italia as a result of the very rapid developments in the domestic market and of the process of globalisation taking place in the European markets, which will lead to increasingly greater competitive pressure in the market. An international and interdisciplinary study group was accordingly set op which conducted research, both qualitative and quantitative, in the four European countries with the greatest level of investment in telecommunications: Italy, France, Germany, Great Britain. The studies highlight similarities and differences that make it possible to isolate the strategic lines for constructing a process of integrated communication, appropriate to the various areas of market considered - business and families.