Market Research Techniques Research Articles

Sampling in Marketing Research

This condensation was prepared especially for the journal of marketing from the report of the same title published as No. 3 of the Marketing Research Techniques Series by the American Marketing Association. It is a survey of problems and practices in sampling for marketing research. The report is part of the program of the Marketing Research Techniques Committee created in 1955 under Everett R. Smith, Chairman, to provide discussion and clarification of current marketing-research methods.

Report of American Marketing Association Committee on Marketing Research Techniques

Report of American Marketing Association Committee on Marketing Research Techniques

Report of American Marketing Association Committee on Marketing Research Techniques

THIS is one of a series of reports officially sponsored and developed for the American Marketing Association on the Principles of Marketing Research Techniques. These reports are intended to present the fundamentals of marketing research techniques in particular areas, in presentation and language which will be understandable to people concerned with these problems, who may or may not have had a high degree of technical background. This report has been developed and written by the sub-committee on:

Selection, Training, and Supervision of Field Interviewers in Marketing Research

THIS is one of a series of reports officially sponsored and developed for the American Marketing Association by the Committee on Marketing Research Techniques. These reports are intended to present the fundamentals of marketing research techniques in particular areas, in presentation and language which will be understandable to people concerned with these problems, who may or may not have a high degree of technical background. This report has been developed and written by the subcommittee on Selection, Training, and Supervision of Field Interviewers in Marketing Research. The Chairman of this sub-committee is Vergil D. Reed, J. Walter Thompson Company, and its other members are Katherine G. Parker, Stewart, Dougall and Associates and Herbert A. Vitriol, National Biscuit Company.

The Use of Taste Response Tests in Market Research

ELIABLE information concerning consumer preferences and acceptance is prerequisite for the success of most food merchandising programs. Such information is usually obtained from taste response tests. Various techniques may be used in such tests. Principally these consist of (I) judging by trained experts; (2) initial taste tests indicating the subjective response of a large number of consumers; and (3) observations of actual takings of a sample of consumers over an extended period of time. In spite of the importance of consumer taste preference tests, reports on the comparative merits of these research techniques are conspicuous by their absence in marketing literature. For example, in the period between I936 and I944, nothing pertaining to the subject was published in THE JOURNAL OF MARKETING.1 Product judging by experts is not a market research technique. It is commonly the first step in product development. Such judging is based on arbitrarily defined organoleptic concepts of a perfect product. The food tested is compared by specially trained technologists with the perfect and scored accordingly. In many instances such a

Institute of Industrial Administration: Awards

THE Institute of Industrial Administration has awarded the Institute travelling scholarship to Mr. A. G. Irvine for his thesis on "The Purposes and Techniques of Market Research". This scholarship, of the value of £250, enables the holder to spend three months in the United States studying American practice in his particular field of management, assisted by the New York office of the donors of the scholarship, Messrs. Stevenson, Jordan and Harrison, Ltd. The Wilson Medal of the Institute has been awarded to Mr. A. W. Goldstaub, for his paper on "Internal Audit in Industry". The Junior Executive Prize of books to the value of £5 has been won by Dr. W. L. Kent, for his paper on "The Application of Science to Industry", and Mr. G. Kinnaird Evens, for his paper on "The Future of Psychology in Industry".

The Value of Marketing Research to Corporate Chains

SINCE this paper is limited to the value of marketing esearch to corporat chains, we will discuss primarily its value in connection with the current problems faced by corporate chains. Chains have and are making use of various well known marketing research techniques in connection with problems relating to store location; developing new products, labels and packages; determining effectiveness of various selling methods; and in studying consumer buying habits. In some of these fields corporate chains are ahead of other retailers and manufacturers, and in some phases they have been very slow to apply such techniques as are available. Since all of these fields are so well known and the methods so widely used by retailers and manufacturers, we'll let this brief acknowledgment of their usefulness to corporate chains suffice. Corporate chains, particularly those in the food field, are facing several problems which are of immediate importance. These problems are not the exclusive headaches of corporate food chains, but in no other field are they of such paramount importance today. The April issue of Fortune magazine contains a very interesting discussion of the public relations problem faced by A. & P. In reality this means the public relations problem of all chains, because any legislation which is passed by either Congress or State legislatures affects all chains. Are consumers so indifferent to what legislative bodies do that chains may be excessively taxed or legislated out of business before the public is really aware of what is happening? Or are consumers actually so hostile to chains that in spite of their patronage of chain stores, they are in favor of such legislation ? Since most consumers buy some or all of their food requirements at chain stores (and it's only a small portion of consumers who never buy at chains) does their apparent indifference to legislative action mean that people do not realize the effect which their actions as voters will have on their buying as customers? If this is true, what appeals can the chains make to the voters to stir them into action for the protection of their pocketbooks as consumers ? If a person who now buys food at a chain store believes that chains should be excessively taxed or even legislated out of existence, why does he continue to trade at a chain? Are these people merely taking advantage of a price structure while it is still legal, even though believing the present situation to be morally, economically, or socially wrong? What is there about the thinkng of such people which can be changed with an educational campaign and what appeals must such a campaign present? Of those who do not trade at chains how many are activated by hostility to chains and how many by other motives such as services offered by independents? Do consumers realize how much the general price structure, particularly in the food field, is dependent on chain operations ? The reason for this present public * An address before the American Marketing Association, Washington, D. C., May 1938.

Marketing Research Technique: Report of the New York Committee

Marketing Research Technique: Report of the New York Committee

The Marketing Problem: How it is Being Tackled in the U.S.A.

Vol 1 The economics of marketing and advertising (1923), William D. Moriarty Vol 2 The marketing problem - how it is being tackled in USA (1926), Edward T. Elbourne Vol 3 Scientific sales management today (1929), Charles W. Hoyt Vol 4 Cases on industrial marketing (1930), Melvin T. Copeland Vol 5 The psychology of advertising (1931), Walter D. Scott Vol 6 Marketing research technique (1931), Percival White Vols 7 and 8 Collected articles.

The Psychology of Advertising

Vol 1 The economics of marketing and advertising (1923), William D. Moriarty Vol 2 The marketing problem - how it is being tackled in USA (1926), Edward T. Elbourne Vol 3 Scientific sales management today (1929), Charles W. Hoyt Vol 4 Cases on industrial marketing (1930), Melvin T. Copeland Vol 5 The psychology of advertising (1931), Walter D. Scott Vol 6 Marketing research technique (1931), Percival White Vols 7 and 8 Collected articles.