The studies we want to speak about are: Firstly, a continuous quantitative observation of performance indicators from 1970 to 1975 mainly aimed at monitoring trends. The sample consisted of 400 representatively-selected radio and television dealers in Germany, Secondly, a more comprehensive study, mainly directed at a better description of the actual situation, which was carried out in 1976. This study was based on 300 dealers, selected in the same way we have just mentioned. Finally, qualitative research of the background of the actual situation carried out in 1977. The key objective: To enable us to make recommendations for future actions. This study was based on 50 dealers obtained by the typical selection method we outlined earlier.
Editorial Research is regarded in these notes as research having any bearing upon a publication's design, content, style, and philosophy - political or otherwise. It may also, of course, have bearing upon aspects other than the product itself, i.e. promotion, pricing, and marketing strategies in general. If Editorial research is to be effective, i.e. provide the required service to those commissioning it, it is essential that a number of conditions be met. In a sense they are all obvious. However, they are by no means easy to recognise or satisfy in practice. It is also rare that all of them will be satisfied. They are phrased from the researcher's point of view, but one only has to turn them round to have a set of criteria that the commissioner of editorial research should apply before briefing anyone to do research. Before discussing them I would like to consider the role of the editor.
My purpose in this paper is to suggest a new corporate structure in which the two opposing forces are adequately represented, redressing the balance of decision making in favour of the future. Essential to this structure is a formal relationship between technical development and market planning, aiming at an overall improvement in research effectiveness.
Seen as structured information utilised for decision making, market studies raise human problems within the company which sometimes render difficult the transposition of conclusions into effective decisions. The search for better utilisation of available studies leads to examining : the attitude of executives responsible for decision making on market studies; - the inspirational conduct of studies. The problems evoked surpass the market study framework. The introduction of computers into firms encounters the same difficulties. Over and beyond study techniques or those of structuring information for taking action, it is the human problem of decision - making which remains to be solved in order to ensure the practical effectiveness of studies. On their side, market study specialists must begin by studying their client's behaviour in view of adapting products to their needs.
Seen as structured information utilised for decision making, market studies raise human problems within the company which sometimes render difficult the transposition of conclusions into effective decisions. The search for better utilisation of available studies leads to examining : the attitude of executives responsible for decision making on market studies; - the inspirational conduct of studies. The problems evoked surpass the market study framework. The introduction of computers into firms encounters the same difficulties. Over and beyond study techniques or those of structuring information for taking action, it is the human problem of decision - making which remains to be solved in order to ensure the practical effectiveness of studies. On their side, market study specialists must begin by studying their client's behaviour in view of adapting products to their needs.