Various qualitative media research conducted, mainly from 1972 give some insight about relevant variables to be considered in present media strategy and in future media research. Our experience in qualitative media research include two main pieces of research, one for the Television Authority and the other one as a part of the Syndicated program of research for advertisers, agencies and medias (Estudio General de Medios). We will mention the main objectives and specifications of these pieces of research.
Four basic problem areas are identified and discussed. An adequate conceptual framework of the advertising effect process, within which 'qualitative' media factors operate, is seen as comprising four elements: vehicle; message; audience; and contact situation. They must be regarded as interactive variables, not just additive ones. Individual factors to be hypothesised are re-grouped as physical vehicle characteristics on the one hand and aspects of the audience/vehicle interface on the other. Under the latter heading, 'behaviour' and 'attitudes' are seen as different aspects of the same phenomenon. In the measurement problem area, the main discussion is of the validity of the dependent variables used to assess the apparent effects of qualitative factors. Lastly, in the application of 'qualitative' data, the view is taken that they must, inevitably, be integrated with the existing, well developed techniques for comparative media assessment at the quantitative, vehicle audience level.
This paper reviews - after a short discussion on the suitability and application of mail surveys in industrial research - a number of possibilities to increase the quality of mail-survey-response, both in terms of completeness and of extent. It reports on an experiment carried out to establish the effect on response rate of three such measures: implied anonymity, personalised cover letters, and stamped return envelopes. Apart from the actual results, the paper also presents a cost-evaluation of the three measures taken. Finally, some conclusions are drawn for practical use in the execution of industrial mail surveys.
This paper, devoted to the interpretation of qualitative material, tries to examine the following issues: What do we mean by saying that something is "symbolic" of something else? What is the intrinsic logic of the intellectual process we call "interpretation"? What claims to validity can it have?
The general image of telephone interviewing is of very short quantitative measurements.Therefore , the idea of using telephone interviewing for studies with medical doctors has so far rarely been realised. This is true despite of the fact that doctors have a 100% telephone penetration.
Several qualitative and quantitative approaches of the consumers have been developed. We shall give some examples of the feminine market, because it is more influenced by the fashion than the masculine and the children markets, which have also been studied in detail.
The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage
In this session, we are concerned to consider the relative merits of qualitative and quantitative work. In theory, I am sure we would all agree that these two forms of work are not by any means mutually exclusive, but are complementary. I certainly hold that view. However, there is much room for discussion as to the relative contribution each kind of approach may make. It is here we may disagree. My own view - and I speak as one, admittedly, who specialises in qualitative work - is clear; it is, that quantitative methods are entirely inadequate of themselves, and that without the qualitative approach, most market research is sterile, if not misleading. In order to sustain this point of view, I want to spend a little time in reviewing with you, first the nature of market research, and next something of the nature of scientific work in general, and of social science in particular with which market research has much affinity. I shall then return to make what I regard as the proper evaluation of the qualitative approach.
Mr. Drakeford commented in his paper upon a number of possible problems related to qualitative methods , bearing in mind the recent growth of sophisticated analysis techniques relying upon preliminary work of a qualitative nature. Mr. Drakeford mentions in his synopsis of his paper that the constructs obtained from the use of the Kelly Repetory Grid type of interview describe physical rather than psychological differences between products and brands. Mr. Drakeford added that he would like to see some comparison of a number of qualitative techniques in terms of the questionnaire for quantification purposes produced subsequent to each of these techniques, as he was worried that the growth in analysis sophistication might be founded on unstable or incomplete foundations.
In many ways the qualitative research techniques have remained static over the years and have come to be taken very much for granted. It is perhaps instructive therefore, in the context of greater sophistication in quantifying attitudes, to re-appraise these basic qualitative techniques. This paper suggests that perhaps we are not always critical enough of the ways in which, and occasions on which, we use the various pilot techniques open to us.
To build a significant typology, two variables must be taken into consideration: l) objective characterisation, 2) attitude. Each must be measured independently. For example, it appears reasonable to say: those who earn a lot of money (measurement of income) have no financial worries (subjective). However, if we ask this question in a representative sample check, the actual results show that financial worries are comparatively unconnected with income. How great is the danger of proceeding from the "objective" circumstance directly to the "subjectively", expected attitude, without justifying this by independent enquiries.