B.A.S.E. - Business Assessment Studies and Evaluation - is a market research based training package for improving retail outlet marketing and management skills for the profit of both the retailer and his suppliers. The system was developed to reinforce the links between an industrial company and its independent retailers and to improve the management and profitability of outlets to the mutual advantage of both the retailer and the supplier. In view of the success achieved, the author believes that the system has potential applications in other industries which are concerned and, to some extent, directly involved with the effectiveness of their outlets.
The need to monitor market changes, competitive activities and own performance is satisfied with a measurement procedure based upon consumer attitudes. In addition to being simple and inexpensive to administer, the procedure demonstrates reliability, validity, and discrimination. Penetrating questions about store patronage can be answered with the use of this procedure.The study reported here has depended upon a measurement procedure in which validity and discrimination can be demonstrated. To fully appreciate this evidence, however, it is necessary to know the background and development of the market under study. A historical summary will be provided followed by a description and evaluation of the measurement procedure. In addition, this paper will illustrate three penetrating analyses of the data.
This paper tries to offer methodological help to the planning of the technological development of the instruments, tools of labour (machines),from the aspect of market research. It starts from the evaluation of the rather widespread static methods of investigating technical standards and points out the sources of error and the deficiencies of certain such methods. The author then proposes to suggest consideration of the market value judgements affecting technological standards, and even for their quantification, a dynamic method instead of the mostly static systems previously used. She illustrates her method with a concrete example taken from the vehicle building industry.
This paper tries to offer methodological help to the planning of the technological development of the instruments, tools of labour (machines),from the aspect of market research. It starts from the evaluation of the rather widespread static methods of investigating technical standards and points out the sources of error and the deficiencies of certain such methods. The author then proposes to suggest consideration of the market value judgements affecting technological standards, and even for their quantification, a dynamic method instead of the mostly static systems previously used. She illustrates her method with a concrete example taken from the vehicle building industry.
The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering consumer goods, service and industrial markets. In the course of this work the role of research in advertising decision making has been examined and some observations on this are presented. The first part of the paper summarises some of the influences of company structure on the nature of the research effort and the resultant impact on advertising activities. In the second part, company activities directed towards establishing the effects of advertising on market performance are reported upon and some general findings presented. The paper is concluded by a brief statement of the authors' research plan which is designed to allow some overall conclusions to be drawn on the nature of research required for various advertising decisions.
Compared to consumer and production goods industries, market research (meaning thereby above all field research) has been rather scarce in tourism. These last years, an increasing activity could be observed in this field. Yet, initiative has been primarily individual and deprived of coordination. The reason may stem from the diversity of potential tourist market research carriers (national, regional and local tourist organisations, travel agencies, transport institutions and the like).
This technique of Industrial Market Forecasting was developed from and is illustrated by a survey and forecast of the output and capacity of the ship building industry of eleven leading centres of the world, undertaken in October 1963. The. survey revealed cyclic movements or a basic rhythm in the output expressed in launchings and completions of ships in the world, and equally in the respective countries where this industry constituted a basic industry. By anticipating and charting the troughs, peaks, amplitudes, down swings and up-swings of the cycles within a given phase of development of the industry, it was possible to forecast capacity and calculate output within this framework.