This paper refers to three categories of sources: The â75000 Radioâ survey which has been the radio audience reference survey in France for more than ten years. The âRadio panelâ-, in 1993 and 1996 Mediametrie conducted a three week radio panel. The diarists were recruited by telephone among recent respondents of the 75000. The sample consisted of 4680 complete diaries in 1993 and 5068 in 1997. The 1993 and 1996 issues included weekend questions about the stations memorized in the household. The third survey, âRadio set memorization behavioursâ is a poll that Mediametrie conducted in April 1997 among 300 persons owning at least one memorized radio set, and who declared having personally memorized the set they use most. This survey was designed to deepen the panelâs weekend questions relative to memorization. This poll consisted in questions on the following topics: o personal and/or collective usage of the most used radio set, o number of stations memorized on this radio set, o frequency of setting memorization, o personal and collective reasons for selecting stations, o stations memorized on the first button, o awareness and listening frequency of national stations, o listening of non memorized stations.
In Canada, about 98% of all households have telephones, and unlisted telephone numbers are relatively rare. Given this, BUM has recruited participants for its radio ratings surveys using a sample frame of listed telephone numbers. In analyses of our typical sample profile, we have found that we tend to under-represent young, mobile, urban groups, the unemployed, students and those with lower income and education levels. We tested random digit dialing (RDD) in an attempt to improve representation of these groups. The differences between the RDD sample and a listed sample, however, seem to be quite small in the Canadian context. This paper compares an RDD sample with a listed sample, looking at demographic breakdowns, return rates, and tuning.
The radio survey method test carried out in 1995 by the German radio organisations within AG.MA was a milestone in German radio research in many respects. This was the first time that a method test of this kind had been carried out in Germany, at great expense, in order to validate reach figures. As a result the knowledge gained will also have far- reaching implications for radio survey methods. The concept of this large-scale multi-method test was presented at the 1st ESOMAR Radio Research Symposium, which took place in Paris two years ago. This report presents the most important results of this multi- method test to a large international audience of experts for the first time. In the first part of this report the different test models and the motives which led to carrying out the study will be briefly reviewed. The most important and interesting results will then be presented. In conclusion the results will be summarised and the outlook and recommendations for future radio research will be provided.
This paper gives an overview of the key on-line research techniques that are currently available and how they may be applied in mainstream market research. In addition, it examines the results of a brief survey of leading research organisations in the United Kingdom, United States and Germany, looking at current use and perceptions of on-line research and how it might be used in the future.
In customer satisfaction research, analysis methods are needed that can provide a clear insight into the complex relationships among satisfaction ratings and various performance attributes. The purpose of such an analysis is to identify the areas (processes, attributes) that need improvement and that most significantly enhance the business relationship with the customer. This paper describes a novel method to examine customer satisfaction survey data. The method includes a refinement in assessing attribute importance, by differentiating between value enhancing and decreasing attributes, satisfiers and dissatisfiers. Information gain measures and statistical tests are used for this purpose. The refined relevance measures result in a modified importance-performance chart that is used to suggest a suitable strategy for the attributes under investigation. The method is demonstrated for a sample of 2504 customers of retail banking services.
The paper reports and analyses findings on how Ukrainian companies of different types of ownership adopted marketing concepts and organized their marketing activity during the transitional period from a command society to a market economy. Constraints to the adoption of marketing are identified and the correlation between company performance and the degree of marketing adoption is investigated. The study is based on the information collected through the survey of Ukrainian enterprises and used for a cluster analysis.
Brand loyalty is a familiar behavioural measure but there appears to be no valid, general attitudinal measure to allow us to track the loyalty drivers and the consequences for loyalty of our product and communications testing. We define loyalty as a very high level of preference we call âsuperpreferenceâ and relate it to other current but little agreed-upon concepts such as brand equity and brand image. Evidence comes from surveys on customer attitudes and loyalty to major domestic appliances in Europe. Programmes to enhance loyalty are discussed in terms of their breadth - consistent application over all customer points of contact - and their depth - building loyalty over time.
This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories underlying the final system, and describe the individual components which comprise it. We will then show how by translating research data into simple descriptive concepts it can be made accessible to marketing decision makers, and hence provide a key input into strategic thinking and action.
This paper describes a customer satisfaction programme carried out for Telewest Communication. It focuses on the initial selling of the survey to the internal clients and the communication of the results to the different audiences within Telewest. The paper also touches on key features of the research programme itself
The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and preparing for the single European currency, have changed requirements for media and marketing information. Comparable multi-country research, regular up-dates, balanced media lists, including national and international media, TY and print, as well as relevant classification data and effectiveness indicators, are standards for future research. Technological development, declining telephone costs and increasing telephone penetrations have opened up new ways of providing the answers that are needed. The foundations for a new approach to international media research have been laid by Inter/View and TIME Magazine, together with the Guarantor group of EMS, providing an international survey, developed by all sides of the industry: advertisers, agencies and media. Results of EMS 1995 the European Media & Marketing Survey are to be released end April 1996. The first data show the importance of the universe of top-13% per country: main income earners in the most affluent households in each country. People who travel, make business decisions and are heavy consumers of media.
For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing research agency must adapt in order to establish and maintain a strong presence. This paper treats the subject of the changing role of research agencies by providing an example of an extreme situation where marketing research agencies were not only isolated, but were actually excluded from the decision making level of the marketing context: The Fashion Market. By discussing this extreme case, we seek to demonstrate that marketing researchers should not hesitate to change an established structure or method if this will enable them to adapt to a market and aid the decision makers in developing marketing strategy. The focus of the paper is the discussion of the creation and implementation of an Annual Trend Survey in the fashion market, as well as the insight, into the attitudes of women in the area that this survey provided in the years 1993 to 1995.
The Research Department of Radio Slovenia has, after twenty years of continuous research into radio listening, stated that the daily amount of radio listening has drastically dropped over the past year. The paper deals with the process of carefully adapting of data collection methods with a strict orientation towards receiving the best response from the chosen samples. The consequence of using relatively fixed methods of research is the fact that the researchers themselves have become so confident in their findings that they often deny the validity of certain numerical results in their own surveys.