Abstract:

Crown is currently concerned with the determination of the relative importance in the point-of-sale situations of the three main methods of displaying wallpaper patterns. Those methods are: 

1. Slips, which are 2-foot squares of the pattern. They are usually mounted on the well of the shop in e prominent position.

2. Rolls, which consist of standard lengths of wallpaper which have been shrink-wrapped in clear plastic.

3. Pattern books, which display samples of a wide variety of patterns and colours.

The present research examined the roles of these three display methods in motivating purchase, with special emphasis on the third method. 

About this collection: 
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.