Abstract:

This paper attempts, by referring to a recent study directed to electronic measuring instruments, to describe and explain how such a multi-disciplinary approach can be applied to investigating: 1 - buying mechanisms and their psychological implications; 2 - the new incidences on the marketing approach. The first part of the paper describes the survey methodology and techniques. The second part deals with the various difficulties encountered and with the application of the ANAFACO computer program (of which this was one of the first applications to industrial products). Finally, the third part sets out the main results which can be obtained from a study of this kind and leads up to the conclusions of the paper. It places the emphasis on the new trends affecting marketing research.