In this paper we present a new technique for the measurement of price-perception in surveys. The technique is partly based on earlier research in this field but incorporates important new features. The approach is essentially psychometric. The technique is presented in detail, and a number of applications show that is works and how it works.
This paper presents two studies on intermedia comparison between cinema and television. Research compared overall recall, recall of details - both of sound and image - acceptation and refusal, credibility and the variations of brand image concerning the same commercial, which was presented to two groups: on TV and on a cinema screen. If global recall scores are similar for the two medias, the perception and recall of details are stronger for TV. The variation of the brand-image is linked, on the one hand, to recall and good understanding of the message (a strong point for the movies) and on the other to the image viewers have of the media. Comprehension and therefore precise interpretation of the message is related to exposure. Such understanding and acceptation may be attained with cinema after a single exposure, whereas more than three contacts may provoke negative reactions. No such lower or upper limits may be determined for television. Consumer reaction in the case of these two medias is related, on the one hand, to such physical characteristics of the media as the quality of sound, the size of the image and colour: and,on the other, to life-style and the expectations of "heavy consumers" of each media.
Advertisers and agencies pay considerable attention to the quality of colour reproduction in print advertisements.This paper is concerned with the extent and manner in which inevitable variations in reproduction between different magazines, caused by the use of different printing techniques and qualities of paper, affect the performance of the advertisements within those magazines. This paper describes one test designed to explore the extent to which colour variations are likely to actually affect the impact of the advertising. One test cannot lead to a conclusion, but the results suggest that readers see advertisements in the context of the magazine they are reading, the communication achieved by an advertisement being more influenced by their liking for the magazine than by variations in colour quality.
Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which customers and customers of competitive banks have of the banks of this group or of competitors; in addition, we were interested in the customers' judgement of the range of services the banks have to offer, to get better acquainted with the effectiveness of specific advertising and other sales promoting measures, with local issues, with the will to save, with other habits, with typological descriptions of the clientele. The purpose of these studies is to work out a basis for sales promoting measures for these banks. Our studies were conducted at three levels, viz.: national, regional, local.
Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which customers and customers of competitive banks have of the banks of this group or of competitors; in addition, we were interested in the customers' judgement of the range of services the banks have to offer, to get better acquainted with the effectiveness of specific advertising and other sales promoting measures, with local issues, with the will to save, with other habits, with typological descriptions of the clientele. The purpose of these studies is to work out a basis for sales promoting measures for these banks. Our studies were conducted at three levels, viz.: national, regional, local.
The general objective of this piece of research was to obtain a consumer assessment of 4 new freshness positioning. 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.