Youth-focused research studies of the past have been less than comprehensive in their coverage of the Asia Pacific region. It has been left to marketers and advertisers to decide whether the findings of North American or European studies can be applied to Asia, or whether research conducted in key Asian markets can be representative of the region as a whole. Against this background the authors reveal key findings from âNew GenerAsians ⢠â, an extensive study of the opinions, lifestyles and behaviour of children living in the Asia Pacific region.
This paper deals with a study based on a large opinion survey conducted on the Net by CNN after the death of Lady Diana. It aims at analysing the discourse content about Diana. SORGEM and IBM-ECAM collaborated in devising a methodology of automatic textual analysis dedicated to qualitative studies.
Los Medios y Mercados de LatinoAmerica is an industry developed and supported pan-regional multimedia survey of Latin America. The methodological and technical difficulties associated with this project are enormous. Within that context, the authors review and evaluate how this industry sponsored action came to be and try to draw implications for other developing media regions. Much of the material reported herein, represents the opinions, sometimes differing, of several sponsors of the project. These opinions were collected through a series of debriefing meetings and telephone interviews. The authors wish to express their thanks to Jo Anne Burke of FCB/True North and Sandy Wax of The Discovery Channel for helping to organize this paper and contributing to the editorial content. The authors also wish to thank the following sponsors for their editorial review and contributions: Rebecca Bearden of FOX Latin America, Filiberto Fernandez of TeleNoticias, Ned Greenberg of Canal de Noticias, Fran Kennish of Young & Rubicam, I.J. LaCayo of Bates Worldwide, Cristina Martinez of J.W. Thompson and Marcelo Salup of Foote, Cone & Belding
The paper takes a case study of the potential introduction of a new agricultural technology. It considers the introduction and marketing strategy for transgenic herbicide resistance, one of the first widespread applications of genetically modified organisms to be introduced into Europe. We are about two years away from the launch of such technology across the EU. After probably ten years of research, market availability of plant varieties carrying a modified gene which confers specific resistance to a particular herbicide is imminent. The technology promises considerable economic advantages to the farmer and could radically change both the seed and agrochemical markets in Europe. The research scientists working on the technique are convinced of its value to agriculture. Others are not so sure. The words "genetic engineering" strike a concerned note amongst consumers. There are emotive reactions and there are more genuine anxieties about the longer term effects on the environment and health. Some would have all foods derived from Genetically Modified Organisms (GMOs) labelled accordingly. These public concerns are leading legislators and policy makers to put several administrative or legal hurdles in front of the technology before full approval for marketing.
This paper is about FARMSTAT Portugal, the first Portuguese panel specially designed for agricultural marketing research and opinion studies. Its functional structure is explained, giving emphasis both to implementation functions and routine functions. The process of sample design is carefully described, having in mind the two initial purposes of the panel: market research studies and opinion studies. The methodology used was based upon the design of representative farming systemsâ, with data from last census. Expected areas covered by the panel are presented. After that we go through interviewers selection and farmers recruitment processes, putting emphasis on two items: interviewers profile and delegating farmers choice on the interviewers. The most important adaptations made to the questionnaires as a consequence of Portuguese agriculture conditions are shown, and the reaction of farmers to the questionnaires is discussed. In the end we pass through the most important stages of the process, and give notice of the market research study on agrochemical consumption made in 1995 with FARMSTAT Portugal.
This paper will mainly show the actual interest patients feel towards the instructions but also the difficulties they face in trying to understand them accurately and will suggest ways to eliminate these problems. At the suggestion of the Austrian Pharmaceutical Market Research Agency Fessel+GfK carried out a survey to find out how the consumers feel about patient-information. We did this by asking a number of 1.000 persons over 14 representative for the whole of Austria. All this tells us clearly that we are facing here two major contradictory problems: On one hand there is the existing interest patients show towards learning the instructions. On the other hand we are presented with the difficulties they have to overcome when trying to understand them correctly. However no matter how worry some these difficulties might appear there is a relatively simple solution at hand which we feel is very encouraging. Reducing the complexity of the wording and providing a clearer visibility of the text will certainly lead to a better comprehension on the part of the patient a higher degree of compliance with doctors' orders and more overall confidence in physicians and in the pharmaceutical industries' effectiveness.
This paper demonstrates that those random procedures for selecting individuals in households will lead to enormous shortcomings in the representativeness of the individual sample while the agencies will need a second or third wave to obtain a minimum of representativeness. This is a costly sampling procedure which can easily be avoided. The basic assumption underlying the study presented in the paper is that nowadays one-person households and two-person households are in the majority in most European countries. This means that individuals living in such households have a far greater chance of being drawn in random individual samples than persons living in three-or-more person households. As persons living in smaller households have different socio-economic characteristics from persons living in larger households, random samples of individuals lead to wrong results - not only in terms of socio-economic characteristics, but also in the results of practically every market research study based on individuals. The study described was performed in NIPO's Telepanel where a questionnaire was used by applying different selection procedures. The paper describes the results of a few questions about political preference by applying the various methods. Finally an extremely practical solution will be discussed. This selection method - whose value is borne out by the results - is to select within the household: in a panel situation: youngest person (from a certain age) in a cross-section situation: youngest male and if not present youngest female (from a certain age).
GEORGE GALLUP is executive head of the Gallup Organization, Inc. Author of many books and articles on public opinion research, he has been the recipient of five awards for outstanding achievement, including the Advertising Gold Medal Award -1964 and the AMAâs Partin Award (1965). Gallup developed a survey procedure to deter- mine reader interest in the news and advertising content of news- papers. In 1931 he applied this method to the first nationwide survey of weekly magazines. In 1932 he organized the first full-fledged copy- research department at Young & Rubicam. Born in Jefferson, Iowa, he received his B.A., M.A., and Ph.D. from the University of Iowa and has been awarded honorary degrees from 13 colleges and universities.
This is an effort to state a professional consensus on how market and opinion research for public use should be assessed and what determines how useful, sound, and credible particular research may be in such applications. The guidelines which follow outline the criteria which are important in the evaluation of the validity and reliability of research results and of the weight to be given to them. It was written because research is being used increasingly for public purposes: 1. As evidence in legal cases; 2. As evidence in testimony at government and other public hearings; 3. In support of advertising or publicity claims for products, candidates, or causes; 4. As support for news stories and features which appear in the press and other media.
Noelle-Neumann 's Spiral of Silence theory contains a number of hypotheses. For our purpose the following is important: When people believe that their opinions about a certain subject are not shared by a majority in their country they will hesitate to express their views in public. Consequently only certain viewpoints are heard, reinforcing the impression of their prevalence. This hypothesis was tested in a secondary analysis, using the data of a survey held in 22 countries. The subject of the survey was the arms-control negotiations and the likelihood of a nuclear war. 11 countries were selected for the analysis, countries with a clear optimistic or a clear pessimistic majority. It was found that contrary to the hypotheses, people belonging to a minority more often talk about the chance of a nuclear war, when they know themselves to be in the minority, than when they do not know. It was also found that people who believe themselves to have minority opinions more often speak about the chance of a nuclear war when their opinions actually deviate from those of the majority, than when their opinions are in agreement with those of the majority. These results can be explained in several ways. It is possible that the need to distinguish oneself from others, especially in the interview situation, is stronger than the pressure to conform. Another explanation, derived from the Spiral of Silence hypothesises also possible however: people do not hesitate to express their opinions because of a difference of opinion with the present majority but because they feel that their opinion is loosing ground. More data is required before this hypothesis can be tested.
In this paper, we try to give an overview of the present situation of opinion polls in France and of the main recent developments in the field.
The main thesis of this paper is that we have taken a new step toward understanding democratic elections since the early seventies. We are now in a position to understand the influence of processes of public opinion on voting behavior. The new influences are the climate of opinion; the use of a "quasi-statistical sense" people have to assess which attitudes are on the increase among the general public and which are on the decrease; the willingness to testify to one's voting intention in public or the tendency to keep silent ("spiral of silence"); the threat of isolating supporters of the other side by imbuing election themes with a moral dimension, and the role of the media, which are by definition public, in this process; and, again, as already treated by Lazarsfeld/Berelson/Gaudet but not by subsequent election research: the role of opinion leaders, the two-step flow of communication and the bandwagon effect.