Abstract:

This paper outlines some current research being conducted at the London Business School, sponsored by the Leverhulme Trust in conjunction with the Gallup Poll, into how market survey data can be used to measure the state of consumer expectations and to examine the way in which it influences expenditure. There are two types of survey (generally referred to as anticipation surveys) which attempt to measure the strength of consumer expectations. The first, known as an Attitude Survey, is a more general measure of the state of consumer optimism and pessimism and is derived from a number of attitude questions relating to how a consumer views the likely outcome of economic conditions in the near future. The replies are summarised into a single index called the 'Index of Consumer Confidence' . The second type of survey, known as Buying-Intentions Survey, is concerned with measuring directly the expressed buying intentions for specific consumer durables, such as automobiles and major household goods