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This paper is a brief presentation of the bi-annual survey called The Norwegian Monitor, an extensive survey mapping the value-pattern of the population. The value-pattern describes people's convictions and objectives in life, and can therefore explain behaviour in most fields. As long as the explanatory power of demographics has decreased during the last years, value patterns should be used to characterize target groups and to understand and explain consumer behaviour. The Norwegian value map gives a graphical description of associations between values. The individuals are plotted into the map close to the values they have, and far from the values they don't have. By the two main axes of the map, the population is divided into 4 segments: The Modern Materialists, The Modern Idealists, The Traditional Materialists and The Traditional Idealists. By interpretation of the value-pattern of each of the 4 segments, I describe as an example, probable cues of demands in the field of travel and tourism.
The magazine "Se og Hor" was started in September 1978. At that time, about 2,2 million magazines were sold every week in Norway, in a community counting a total of 4 million people. The magazine was accorded a probation time of 6 months to reach a break even of about 85.000 copies a week. 100.000 copies. From the beginning, the circulation was about 100.000. Today the circulation is 220.000 copies - and "Se og Hpr" is with that the fourth biggest magazine in Norway and has occasionally been number three. The motto of the magazine is: "Se og Hor makes life happier". The contents might be compared with a mix of the American "People", the German "Hor Zu" and the Danish "Billedbladet". The total turnover in 1983 was about 10 million dollars, 80% of the income referring to the sale of the magazine, 20% to advertising sales. The increase of circulation is quite unique in the Norwegian press.
The magazine "Se og Hor" was started in September 1978. At that time, about 2,2 million magazines were sold every week in Norway, in a community counting a total of 4 million people. The magazine was accorded a probation time of 6 months to reach a break even of about 85.000 copies a week. 100.000 copies. From the beginning, the circulation was about 100.000. Today the circulation is 220.000 copies - and "Se og Hpr" is with that the fourth biggest magazine in Norway and has occasionally been number three. The motto of the magazine is: "Se og Hor makes life happier". The contents might be compared with a mix of the American "People", the German "Hor Zu" and the Danish "Billedbladet". The total turnover in 1983 was about 10 million dollars, 80% of the income referring to the sale of the magazine, 20% to advertising sales. The increase of circulation is quite unique in the Norwegian press.
Consumption patterns and motivations are constantly changing with the complex developments in society as a whole. In the present study recent trends in the consumption of tobacco and alcohol are analysed. Data from surveys measuring use and non- use of tobacco and alcohol in Norway in 1979 and 1981 are used for describing changes in the patterns of consumption. Through bi- and multivariate analyses relationships between a set of demographic variables and use of the stimulants are assessed. An evaluation of the changes in the demographic structure of users and non-users is used for analysing possible future trends in the consumption.
Regional and local newspapers in Norway, as elsewhere, are threatened by developments within the newspaper market itself, by developments in the wholesale and retail trades, and by expected developments in the electronic media field. In this situation management, in Advertisement Sales, Circulation and Editorial, needs to re-define the role and function of the newspaper by studying the influence of these developments on the position of regional and local newspapers within the media structure. For this purpose the participation of regions' and local newspapers in syndicated media research is essential. In this paper we shall be summarizing the methods employed by different countries to find solutions to this problem, and we shall describe three different types of survey employed in Norway between 1969 and I960. We shall be concentrating on the third type of survey, MMI's HandelsomraadeundersOkelse 1980.
This paper describes how a low-budget industrial marketing research programme was carried out and used in order to provide a basis for the structuring of a field sales organisation in a Norwegian company, NOREMA A/S, which is market leader in the field of movable partitions for offices etc. The paper discusses the background of the market survey, the methods employed, some of the findings, and some of the decisions made as a result of the survey.
1963 has been a year of further economic growth in Norway. Gross national product increased by about 5%, production in industry by about 6% and in exports there was an increase of about 8%. Prices have been rather stable. Retail sales increase by about 5%. Apart from the above mentioned changes, there is a developing trend with regard to more media and advertising research.
Forecasts for the demand for durable goods have been attempt- ed both by national economists, managerial economists and sample survey experts. Different methods have been tried with varying success. The national economists in trying to forecast the total demand for a certain commodity usually stick to their macroeconomic methods by analysing input and output, national income and different kinds of price and income elasticities. I will do this by analysing some of the factors that must be included in theoretical models and by demonstrating how such a model can be utilized for marketing research for electric washing machines.