Abstract:
The part played by agents in the Company's selling
operation dictates that except in the introduction of new
services like the personal loan, it is to the agents that
the Company must look for increased turnover - and, indeed,
the agent is in some degree able to thwart the growth
ambitions of the Company through new services by withholding
the necessary effort or enthusiasm to develop these services.
In order to better motivate agents to achieve real growth in
their business, research was required to examine the whole
spectrum of agents' attitudes and behavior.
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.
This could also be of interest:
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Research Papers
Managing brand health through the marriage of attitudes and behaviour
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Allan Baldinger, Charles llsley
 
June 15, 1998
