Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue' measurement, does not adequately measure daily audience fluctuations. This paper addresses two issues: first the collection of the readership of daily newspapers and their supplements on a day-by-day basis; and secondly the use of that data to estimate schedule reach and frequency. The authors report how a 'bi-source' method of data collection was used in Sweden to estimate variations in daily readership levels and how the traditional binomial model used within the SESAME media analysis software was significantly modified to allow for conditional dependencies of reading a newspaper on successive days of the week and for the reading of the parent newspaper and its supplement.
In the early decades of this century it was not uncommon for someone to be worn out by 50 after a lifetime of hard labor. The notion that the age of 50 is a marker separating the productive from the less productive worker lingers on in many quarters - even though today's typical 50-year-old is commonly better educated, enjoys better health, and is more open to new ideas than his or her counterpart in previous decades. There often exists a cultural lag between outdated preconceptions and reality. The lag is cultural because it derives from the conservatism of our culturally encoded habits of thinking. It is difficult to rethink our assumptions about age categories, as about other assumptions that seem axiomatic. But as Sweden's work force ages and young workers become in short supply in the '90s, Swedish employers cannot afford to conserve stereotypes that obscure the resource offered by employees who are 50-plus. This paper examines the fit or lack of fit between conventional attitudes toward the middle-aged worker and the worker's own views and experiences. It presents the findings of seven face-to-face nationwide surveys that SIFO The Swedish Institute for Opinion Research conducted in 1988 as well as results from in-depth interviews carried out by the writer at numerous work- places in Sweden. The findings clearly indicate a need for a fresh look at the 50-plus employee and recognition of the hidden asset he represents.
The result of the study is derived from interviews with some thirty service companies which are members of the Swedish Coaliation of Service Industries. The study has focused on service development with the underlying assumption that this is the basis for the companies' business to come. The assumption has also been that this is the most important type of investment for a service company.
This paper is an effort to describe a quality process that is going on, at a big service company in Sweden. A process that is aiming to a better relation with the customers and an improved internal climate.
The Swedish election 1985 produced a surprisingly strong finish for the small Liberal party in Sweden - 14,50% compared to 5,90% in the previous electron in 1982. The polls had kept the party in the 5 to 7% range until the weeks before the election when they lifted the party to about 10%. All published polls, however, underestimated grossly the strength of the Liberal finish. The Swedish mass media and the pollsters have over the years developed an understanding that on the Election Day, election returns and nothing but the election figures should be published. There are no exit polls nor any last minute polls. Also the day before an election is free from polls. This has evolved as a tacit, unwritten agreement, a kind of tradition.
This paper describes how new profiles for the main department and variety store chains in Sweden were created based on research where target groups were defined not only in traditional terms such as age, sex, consumer preferences, attitudes, and shopping behaviour etc but also as people belonging to the same life-style with the same specific values and behaviour. The life-style analysis gave a deeper understanding of the consumer and helped defining the profile in terms of product mix, store lay-out, advertising message and price structure. The life- style approach was a new way to look at consumers and customers and helped uniting the staff - at the head-quarters as well as in the various local stores.
In order to investigate this problem we have studied a sample of editorials in three leading Swedish newspapers during the last fifty years. We chose to examine three newspapers with different political outlooks. Dagens Nyheter is the largest morning paper in Sweden and has traditionally been a liberal paper. In the 70's, however, it has claimed that it is a politically independent newspaper. Svenska Dagbladet is the leading conservative organ in Sweden and it is, like Dagens Hyheter, published in Stockholm. Arbetet, our third newspaper, is published in Malmo and is the largest Social Democratic paper in Sweden. The editorials in these newpapers one month before every election since 1928 have been examined. The material covers sixteen election campaigns and some 1,3 editorial pages. Our main purpose has been to illustrate how the political debate has been affected by opinion polls.
This paper tries to clarify some of the contents of the medium quality and shows one rather simple way of measuring the expectations of the female readers of a number of selected Swedish Consumer magazines. In two subsequent studies in 1977 the motives of female readers of the selected magazines were investigated. Our first conclusion was that the attitudes and the expectations of the women very closely were related to different head subjects of the magazines. A magazine is a good one if it deals with subjects you are interested in, and a bad one if it treats these subjects less well or is lacking of them.
My aim has been to try very cursory to explain why I consider changes necessary, I would, on the basis of an analysis of the Swedish market, like to: A) present important properties of the Swedish Market and the demands which the Swedish Market places on the pharmaceutical industry now and in the future. The same presumptions of conditions are not likely to apply to other markets. However, my analysis may perhaps show some trends or give you impulses to judgements of your own markets. The essential thing for us is to try to attain sufficient knowledge of the trend of development, enough to be able to be offensive; B) summarise the consequences of the demands and properties; C) suggest an adaptation to the demands of the market. An analysis should always be followed by a recommendation for an action programme and by feedback information with regard to constant changes of the conditions of the analysis and with regard to the results of our actions.
The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published reading and noting data for their own media. But nothing was yet available to enable our business to compare media beyond exposure. The basic idea in this project was to approximate the normal everyday procedures in planning and production. We started with a fixed budget and a communication frame.
Within the scope of collectively sponsored consumer studies carried out on large probability samples from the adult Swedish population, questions have been put about attitudes towards political parties as well as towards business enterprises. At the same time, questions have been put about various political problems. Respondents were asked to judge the degree of importance of e.g. more housing, higher wages or more aid to the developing countries.
At present there are in Spain a number of market research organisations with the proper technique and field staff which can accept market research studies of any kind. While in Sweden The association of the eleven leading market research institutes which was founded in 1960 has extended its activities during 1963 and has tried to solve some vital problems in the field of market research.