Measuring change is - or should be - a way of life for researchers the world over. Witness to events, we provide a means by which decision makers in business, politics, government and society in general can assess public opinion and evaluate the effect of change on that opinion. The most effective way to measure change in public knowledge and opinion is by the use of tracking studies. This paper uses four case studies to illustrate how tracking studies can aid decision making in communications generally and advertising specifically. The four case studies are: - "The EEC Referendum Campaign" - "Save Water" - "Simply Years Ahead" - "Ideas in Action". All four series of studies shared the similarity that results were needed to aid decision making for communication tactics, but differed significantly in their execution due to the subject matter and the differing time constraints imposed.
I propose to devote my attention to the interest of qualitative methods and the way in which they complement quantitative techniques. The intention is not to present, as such, the results of any one particular study, but rather to reflect on the methodology of a number of experiences our group have had in the past. I shall refer in particular to a study with foreign tourists visiting France, and later to several other studies with French publics, on holiday and their travel problems.
The paper describes a research project which explores some aspects of the way advertisements in press and television communicate - as seen from the perspective of the consumer. Special emphasis is given to the technique used to handle the vast quantity of verbal information collected - linguistic coding.
Leo Burnett have produced three new press treatments for Macleans White Fluoride. The research objectives were:1. To check clear communication of the strategy;2. to check the appeal of the advertisements;3. to check any outstanding negatives;4. to check branding. 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.