The primary objective of this paper is to show how the laws of market research applied in an innovative manner vis-à-vis the use of special techniques and multidisciplinary teams of professionals is able to take a quantitative leap in analyzing highly complex situations. In these postmodern times, it is fundamental to rethink the old standardized marketing formulas, which can be likened to inert and not very creative cake recipes. Research, on the whole, deserves to be looked at anew and reassessed in order to make it more comprehensive, more flexible, and speedier, on one hand, and more complex and precise in terms of information quality, on the other hand. One of the most difficult themes to be studied refers to how an adequate strategy can be developed to prevent drug use. The challenge was to try to understand drug organization from a marketing standpoint, in order to address drug prevention using a broader strategy, with a well-defined action plan.
The primary objective of this paper is to show how the laws of market research applied in an innovative manner vis-à-vis the use of special techniques and multidisciplinary teams of professionals is able to take a quantitative leap in analyzing highly complex situations. In these postmodern times, it is fundamental to rethink the old standardized marketing formulas, which can be likened to inert and not very creative cake recipes. Research, on the whole, deserves to be looked at anew and reassessed in order to make it more comprehensive, more flexible, and speedier, on one hand, and more complex and precise in terms of information quality, on the other hand. One of the most difficult themes to be studied refers to how an adequate strategy can be developed to prevent drug use. The challenge was to try to understand drug organization from a marketing standpoint, in order to address drug prevention using a broader strategy, with a well-defined action plan.
The paper presents a new approach to the scaling of market product characteristics. The categories used in information theory are applied to study product characteristics, which are treated as meaningful messages. The market product itself is approached as information conveying unit in the area of exchange.
In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are supposed to belong to the determinants of the concept of attitude toward the advertisement. Particularly in product classes where physical differences between brands are slight and well below the threshold above which consumers are able to discriminate the brands a distinctive and emotionally appealing advertisement is a key for success.
Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights into the factors that determine consumers' preference and choices. In this paper a review of this methodology is presented. First the theoretical roots of multidimensional preference models in economics and social psychology are briefly reviewed. Then a taxonomy of preference models is given. The main purpose of the paper is to put the various models and methods into a common reference frame, clarifying their possibilities and limitations and in this way to provide support to the researcher who has to choose his preference analysis strategy.
Students of public opinion are well aware that important differences exist in people's involvement with the major (social) issues of the day. The concept of involvement has no scientific status in the social sciences, and there has been no endeavour to measure this kind of involvement in any systematic way. Based on a theory of involvement, we have developed a program of measurement for (the various dimensions of) involvement. (MDMI) It is argued that : 1. The system is highly suitable for obtaining continuous measures of involvement with social issues (problems) amongst the population; 2. To measure an important modifying variable to assist in the interpretation of public opinion research data; 3. To develop a general, empirically verified theory concerning involvement with social issues.
In this study a multidimensional scaling approach is used in order to determine the effects on the marketplace of an advertising campaign for a menthol cigarette. The design of the study has been one of an experimental nature with one control group and two experimental groups. The study should serve a number of purposes. The main purposes were stated as:- 1. To determine, whether the chosen strategy was correct; 2. Given the strategy's correctness, to determine whether the campaign draft had the desired effect on perception and preference of Mint A and brand A; 3. Given the strategy's incorrectness, to determine whether the campaign might be harmful to the perception and preference for brand A.
The object of the present paper is to conduct an overview of the main problems associated with the use of multidimensional scaling analysis in marketing, in order to: 1. Recognise their essential dimensions; 2. Present an account of the elements of resolution currently available and; 3. Submit several suggestions that may lead to a better understanding of these problems. The idea of this paper arose from the observation of a surprising contrast between, on the one hand, the present success achieved by these methods in marketing and, on the other hand, the existence of a number of basic problems, not yet resolved, that are implicitly or explicitly present in their implementation and application. In this paper the emphasis is thus deliberately put on the problems raised by these methods at the point of their utilisation rather than that of their development or their technical features.
The object of the present paper is to conduct an overview of the main problems associated with the use of multidimensional scaling analysis in marketing, in order to: 1. Recognise their essential dimensions; 2. Present an account of the elements of resolution currently available and; 3. Submit several suggestions that may lead to a better understanding of these problems. The idea of this paper arose from the observation of a surprising contrast between, on the one hand, the present success achieved by these methods in marketing and, on the other hand, the existence of a number of basic problems, not yet resolved, that are implicitly or explicitly present in their implementation and application. In this paper the emphasis is thus deliberately put on the problems raised by these methods at the point of their utilisation rather than that of their development or their technical features.
Competition among banks in the United Kingdom developed very rapidly in the first half of the nineteen-seventies. The introduction of "Competition and Credit Control" in 1971 was a major factor in hastening the destruction of the earlier cartelistic pattern, which legislation and other factors in previous years had started. The opening campaign began in mid-1973 and by the first half of 1974 all the major banks in both England and Wales, and in Scotland, had modified their charging policies for personal current accounts. This paper reviews this extraordinarily rapid change in banking and then describes in detail how Williams & Glyn's Bank - the fifth largest of the London Clearing Banks - approached the problem of its own pricing policy for "chequeing accounts".