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Research papers

Multivariate analysis of survey data

A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to...

Catalogue: Consumer Market Research Handbook
Author: Ken Baker
September 1, 1998

Research papers

Print media research

This chapter is concerned with research into print media in the sense of newspapers and magazines, whether aimed at a wide, general audience or a narrower, more specialised one. This introductory section comprises, first, a brief review of the...

Catalogue: Consumer Market Research Handbook
Author: Michael M. Brown
August 1, 1986

Research papers

Radio, outdoor and cinema research

The attention of the media researcher is not unnaturally concentrated on the two main advertising media. Relatively little attention is given in the UK to the cinema, radio and posters as subjects for audience research, and the reasons are not hard...

Catalogue: Consumer Market Research Handbook
Author: Frank Teer
August 1, 1986

Research papers

Omnibus surveys

Omnibus surveys are in very widespread use within the market research industry and have become a well-established, valuable and cost-effective means of conducting market research surveys. This chapter explains briefly what omnibus surveys are and how...

Catalogue: Consumer Market Research Handbook
Author: Richard Davies
August 1, 1986

Research papers

Questionnaire design

This chapter is mainly concerned with the design of structured questionnaires for use in face-to-face interviews. It does not deal with the development of guides for depth interviewing nor with the problems of questionnaires for special populations,...

Catalogue: Consumer Market Research Handbook
Author: J. Marton-Williams
August 1, 1986

Research papers

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook
Author: Martin Simmons
August 1, 1986

Research papers

Desk research

The chapter is split into two sections: the first dealing with the uses and practices of desk research - what is desk research, what it can do, who undertakes it and in what circumstances; the second covering the all-important question of sources of...

Catalogue: Consumer Market Research Handbook
Author: Nigel Newson-Smith
August 1, 1986

Research papers

International market research

This chapter looks at a number of the key issues which are encountered in such research. Certain of the issues are peculiar to the international field. Many of the problems are, however, to be found in national or domestic research also, although on...

Catalogue: Consumer Market Research Handbook
Author: John Downham
August 1, 1986

Research papers

Experimental designs and models

This chapter is divided into two distinct parts: experimental design and models. The researcher must consider the question of experimental design and models before proceeding to the choice of sampling techniques, sample size or questionnaire design,...

Catalogue: Consumer Market Research Handbook
Author: James Rothman
August 1, 1986