Insight from sensor technology used by F1 at 9 races in 2018 has significantly changed the way of thinking around how to maximize fan engagement and commercial opportunities at F1 races and has led to improved attendance numbers and fan satisfaction.
The purpose of this paper is to discuss the theme "To what extent are there techniques which are specific to market research and to what extent are there techniques specific to 'social research'? What are the similarities and what are the differences?" We do not argue that there are techniques which of necessity are specific to social or market research, but that there are certain general distinctions between the types of technique used in practice. There is a tendency towards 'theoretical perfectionism' in social research, whereas in market or 'commercial' research, the trend has been towards the most economical collection of data within certain constraints of reliability, and a greater reliance upon empiricism. We attempt to pursue these distinctions further by investigating the special features of social research, and thus the extent to which the differences in technique may be justified.
There has been ample documentation over the past years of the various sources of error in surveys. This paper reviews some of the more important work presented by academic, government and commercial organisations. These sources of error in commercial work carried out in the U.S. continue to be of sufficient magnitude to seriously mar the value of these studies. A generalised model of the survey process is presented which is helpful in relating the real world to the survey mechanism, the reported values and their relevance to marketing decisions.
The following expose deals with the process of communicating results of commercial research, and more especially results concerning ad hoc studies. Here are considered only studies which are a momentary collaboration between the research buyer and the research agency (this excludes the services given by research departments and research agencies within the company).