Market Research

Market Research Category

Chapter 8 – Benefit Structure Analysis

November 13, 2017

Chapter 8 of Market Structure Analysis

The chapter describes the technique of benefit structure analysis, developed by one of the authors and used to systematically search for needs in broadly defined markets. The resulting benefit structure study has two objectives: to identify the most important consumer needs within a broad need area, and; to measure the extent to which these needs are not being met. Awareness of both the size of the needs and need deficiencies offers ideal direction for product improvement and promotion.

Chapter 8: Canonical Analysis in Marketing Research

November 10, 2017

Erik Rostad

Chapter 8 of Multivariate Methods for Market and Survey Research

The chapter suggests a method to analyze questions having to do with the relationship between sets of variables. The canonical method, which is the extension of multiple regression to the case of more than one variable, is discussed in depth. The text attempts to fill the gap in literature on canonical analysis.

Deriving Empirically Testable Version Howard Sheth Model Buyer Behavior

Chapter 8: Deriving an Empirically Testable Version of the Howard-Sheth Model of Buyer Behavior

November 8, 2017

Erik Rostad

Chapter 8 of Models of Buyer Behavior

This chapter attempts to adapt the Howard-Sheth model of buyer behavior for specific empirical testing. Through a thorough analysis of data collection problems, and possible variables, the theory is fully presented and dissected. The paper’s ultimate goal is to prove the theory amenable to formulation as a system of simultaneous equations.

Chapter 8: Use of Psychographics in Analysis of Channels of Distribution

November 8, 2017

Erik Rostad

Chapter 8 of Life Style and Psychographics

The text focuses on a major approach to life style analysis: analysis of American life style by observation of a sequence of events. Hodock reviews important changes in the distributions system, demonstrating how they are both the cause and effect of changes in life styles. He closes with current and potential future developments in life styles, showing how these developments will affect distribution systems.

Chapter 9 – Conjoint Measurement: Multiple Trade-Off Analysis

November 13, 2017

Erik Rostad

Chapter 9 of Market Structure Analysis

The chapter discusses two approaches to deriving consumers’ utility functions for attributes and levels of attributes. These approaches, orthogonal array and pair-wise trade-off comparisons, are currently the most widely used. The ultimate goal is to deal with the problem of predicting psychological response to physical change in stimuli.

Chapter 9: Canonical Correlation and Marketing Research

November 10, 2017

Erik Rostad

Chapter 9 of Multivariate Methods for Market and Survey Research

The chapter evaluates the appropriateness of the canonical correlation approach as compared to other approaches when deciphering a certain problem. Also presented is the use of canonical analysis when comparing multiple perspectives in a research study. The text attempts to determine the reason behind the limited literature on canonical correlation analysis and fill that gap.

Chapter 9: Confidence as a Validated Construct

November 8, 2017

Erik Rostad

Chapter 9 of Models of Buyer Behavior

Confidence as a Validated Construct assesses the extent to which confidence can be viewed as a validated construct. By creating a nomological network with confidence as an element, relations among the construct can be specified. Ultimately, the chapter demonstrates the valuable role of confidence as a variable in buyer behavior.

Chapter 9: Psychographics and Industrial Design

November 8, 2017

Erik Rostad

Chapter 9 of Life Style and Psychographics

The chapter provides a brief report with supportive evidence from a controlled experiment that psychographic research works. The study attempts to prove that a set of psychographic factors can communicate meaningful information to the industrial designer prior to beginning his efforts. This suggests the superiority of the question-answer marketing research approach versus designer’s question-asking approach.

Children’s Television Advertising

November 21, 2017

Erik Rostad

In the early 1970s when there were cries for an outright ban of all advertising to children, the Federal Trade Commission introduced and strictly implemented the Action for Children’s Television (ACT). During this time, Children’s Television Advertising was written by Thomas E. Barry. This work put together most of the research of the time and presented it in one volume on children’s television advertising, of investigation, and enforcement in the field of marketing at a time when the ACT was enforced.

Combined Proceedings: 1971 Spring and Fall Conferences

December 14, 2017

Erik Rostad

Combined Proceedings: 1971 Spring and Fall Conferences is edited by Fred C. Allvine. This combination volume contains papers presented from two main sections — Relevance in Marketing: Problems, Research, Action; and, Marketing in Motion: Where the Action Is. The papers represent the diverse approaches employed in the study of marketing. One major group of papers deal with relevance in marketing education. There are several papers marketing management practices and processes. The last major grouping is concerned with application of quantitative and behavioral concepts to marketing.