Back

The gap study

Date of publication: June 15, 1979

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment

Author: Lynne O'Shea

Abstract:

This paper reports the advertising strategies developed by Foote, Cone & Belding, based on the Group Attitude Profile Study done by our client, the First National Bank of Chicago. In 1971-72, the Bank undertook one of the most extensive consumer attitude and segmentation studies ever done by a retail banking institution in America. The GAP Study (Group Attitude Profile Study) utilized demographics, lifestyle profiles, and psychological paradigms to gather data from one thousand consumers in the Chicago area on both independent and dependent variables. Fifteen factors emerged.

Lynne O'Shea

Author

This is a long description of some author details.

  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

O'Shea, L. (1979a, June 15). The gap study. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-gap-study