Abstract:

The case we should like to show to you today demonstrates the usefulness of continual research in the industrial market and also the necessity of this kind of research. It shows the value of comparing the results of different industrial studies in the course of time and in the same market. Such a comparison in the time is only possible if the methods used in successive surveys are identical. If this is the case, interesting results may come forward and the company using market research in this way will derive a lot of benefit from it. In March 1964 we did a survey in the Dutch market of lamp standards about purchase and customers appreciation of these products. Two years later (June 1966) this survey was repeated. Sampling and interviewing methods were identical to the first study, and so was the main part of the questionnaire.