We have made an attempt of producing a marketing model, which arranges the brand and product selection according to the requirement development of the consumer. Thus you would have an instrument, which would bring the maximum appeal to the consumer re-brands and products in order to place them in the wanted position.
The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national societies which serve the aims of the users of market research or in international gatherings.
The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national societies which serve the aims of the users of market research or in international gatherings. Whilst ESOMAR unites the elite of specialists in market research, this should not he regarded as the only fruit of its endeavours. We must also multiply the means of communication, give a wider circulation to our actions, further touch the world outside ourselves so that the dough of which we are the ferment rises in the best possible conditions.
My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but attitudes vary greatly.
This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what really made consumers change their mind, what made them try a new brand or alter their behaviour patterns. Was the change a result of advertising? Most of the respondents state that "other persons" (neighbours, friends, colleagues) had made them convert. As so-called "opinion leaders", "influentials" or, in German "Melnungsbildner" and "Leithammel " (DOMIZLAFF). have these "other persons".gained a certain re-known as a subject for research as well as an argument in space selling. Let us investigate this phenomenon briefly.
Discussions at last year's ESOMAR congress at Scheveningen have shown a growing need for scientific methods in Market Research (science in the sense of exact natural sciences), they have shown, however, at the same time a regrettable lack of understanding, for the necessity for as well as the properties of these methods. So let me say to-day something about one of the principal approaches of these methods, about models.
We report on a factorial advertisements analysis, a study applying the mathematical/psychological process of the factor analysis to descriptive characteristics and resonance values of advertisements in German periodicals. As material for about 6,000 ads, the results of the impact test were available which the EMNID Institutes of Bielefeld made during the past eight years. These data permit of relating the reminder effects of the tested ads directly to their formal, thematic and motivational features. The study is to provide the advertiser with a concrete and efficacious strategy of press advertising. It was therefore necessary to conduct it in such a manner that its results, including a forecasting procedure for the efficacy of ad designs can be applied in practice without mathematical or psychological knowledge.
The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early stage is to give you a brief outline of its principal, findings: The study Includes three sections: 1) a sample survey among inhabitants of the Federal Republic of Germany from 15 years of age onwards who engage in amateur handcrafts; 2) an inquiry among retail dealers in medium and large towns specialising in supplies for amateur craftsmen; 3) an inquiry among (professional) handicraftsmen whose services are in part no longer called upon by amateur craftsmen.