O RBSBARttl ISSUK - American Marketing Association

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O RBSBARttl ISSUK
inside Section 2 . . . . . » , . » .
fiistde Sc^ctioh 1 . .
HK^IniuMed twrt^inaiintifig cttte b r m d li^rOr A I M ejctaiMton rWcs . . . . . . . . . .j>..'. 3
JLaundrygivM evMy ttwn ifxividutf attwition; can marfc«ling ratearch? . . . . : T 7 T
•^tachiralogy dMnytlHylng f M d , could h i m rtMarchers into librarians . . . ^ , . . 6
Lade of soUd iiwasursnMnt davicM l i k H t t n tin
•i-Six-phaM reMaroh systetn offers long-term solutions to ad p r o M e m s . . . .
8
•^Census bureau's Strategic Assumption Surfacing & Testing aids Kodak . . . . . 12
-•-Researchers: Investigate wfiy new products succeed, not why they f ^
13
•i-Rlght organization A peopie help research reach its planning p o t e n t i a l . . . . . . 14
•K^oncept trial added to^research cuts Mgh tech product rollout risk . . . . . . . . . I S
•••Stale-of-the^art recaN/persuaskm pretest measures AT&iSad i f n p a c t . . . . . . . . iB
^Proper research, sources accurately forecast worid industrfS'inaritets. _ . . 1 8
A l i A chapter eonftrsoce to focus o n U.S^U.K. research views . . . ; . . .
20
10 phone interviewing tips hMp stoetch mafketing rieearch iMidgets . . . . . . . . . . 1
lOlMlyrTdfikrthe^triddness'^futof U w i m i l i r t n s e i r c h . > . , ^ ^ ^ . . ^ » ^ . ; . . . : f *Fleld tefvicftjiforkers cfiUcized by reeearch suppliers, cHents.. i • • ; . . . . . . . . . . . . 2
suppMsrs, flekl services fell expectations of one another . . . . . . . . . . . . . . 3
*Need honesty, isetter quality from-research suppliers, field sentlces . . . . . . . . . . . 4
+A(ls, conslNner reiponie a/e related! research can find best frequency . . »,§itfiiijfrjft.
•••Include rs»earch In every level of cori>orate strategic planr4ng . . . . . ; . . . . . . . . 8
8 steps to g«l the most from a marketifig research consultant project
. . . 12
Shifting research circumStarKes make uniform ethical code ImptigthBal...... 16
•••Scanner-based research system yields fast new product test reeuMs
20
^indicates a report based on the AMA's 84th Annual Marketing Coniersno.
'Indicates a raport based on the MRA's 23fd Annval National Conference.
AMERICAH
A1>4RKETING
ConsuKing fees would cure
research industry stagnation
A CONSULTING FEE SYSTEM
could alleviate stagnation in the marketmg research supplier industry, according to Robert J. ICaden, president, Goldring Sc Co., Chicago. ^
"The state of the market researeh
supplier business is generally stag-nanL!!. he jaid. "Our mode of^ doing
business has allowed it to become that
way. ^
—^"All other true consultants are paid
for their most important produet:their thinking. Research suppliers'
as a true thinking arm to the
market research industry in general—
and our clients in particular is larffply responsible for the status.quo
stance we maintain and the lack of
truly new and breakthrough research
designs."
Under the existing competitive bidding system, "a multiplicity of intelligent solutions will freely be provided
to the client by a number of- suppliers," iCaden said.
"Clients have only to choose one,
combine the best ingredients of several, or decide none of the proposals
effectively or eclknomically solves the
perceived problem."
But even though suppliers are patting their best effort into the proposals, they are only spendinga few hours
considering the problem.
AMA marketing research school
begins J a n i ^ at Notre Dame
A SCHOOL O J MARKETING RESEARCH tor business
will be offered for the fjrst time by
the American Marketing Association
Jan. 10-15, 1982, according to AMA
President Joseph H. Rabin.
Rabin, president, Rabin Research
Inc., Chicago, announced today that
the school, accredited by the Accrediting Commission of the Council for
NoncoUegiate Continuing Education,
Riphmond, Va., will be sponsored by
the AM A in cooperation with the College of Business Administration and^
the Center for Continuing Education,
Univgjrsity of Notre Dime, Notre
Classes will be held in the ultramodern center located at the south
end of the campus within a short
ceived to be primarily salable and, ^alking distance ofthe university's libraries and research facilities. Stuhopefully, on taiget."
dents,
such as senior analysts, project
In a consultancy situation, both
supervisors,
associate managers of
parties are more attentive in the proi>lem definition stag^ because money is marketing research, and others conchanging hands, he said. Greater care. templating advancement to such positions, will be housed in the contemis taken in reaching proposed soluporary Morris Inn located directly
tions, and more creative time is spent
across
the street from the center.
developing those solutions.
Meals
also
will be served in the Mgpis
"To be successful, the process will
Inn,
which
is connected to the ^
demand more involvement with the
by
an
underground
concourse.
CONTINUED ON PAGE 2
HMcheel J. Etzel
The school also might provide a
refresher outlook for manai
recton ofresearchin large companies
because of its focus on advanced techniques and the management of the
research function itself, according to
the school's director, E. Laird Landon, associate profes^r of nurketing,
"College of Business, University of
Houston.
Landon also served as director, of
the AMA's first School of Marketing,
held in August, 1980, on the University of Wisconsin-Madison campus.
Michael J. Etzel, professor and
chairman. Department of Marketing,
College of Business Administration,
•University of Notre I>ame, will serve
iii^ctor of the School of
Marketing Research.
THE NEW SCHOOL has been
created by the AMA to provide the
career-oriented researcher with:
^ An ovMvtew ofttwfoto o( PMiMvch In
^dacMon making;
—An understanding of th« technique
and appHcmUon of rssaarch to solving martetlng pcoMsma;
—Skills In th«pf»s«nCstfOn of namareh
rMults to managanwnt for •ffacthr*
ImphmtnMlon of marketing plans;
—Knowlcdg* of the manag«m«nt of
ON PAOE 17
ecnnoiogy/marketing lusoaLcJimorriago
couid produce 'sioppy jobs, shaicy profession'
"THE DYNAMICS of those relationships are relatively simple," he
said. "Perceived good work is rewarded by more work.
"Good work is generally defined by
a number Of tnterrelaied
will be shakierlhan a fiddler on the
TECHNOLOGY is useless to
many of which have nothing to do
market research unless researchers
roof"
with the quality of the work itself.
reassert their commitment to quality,
Professionalism dicUtes that re" "If thp supplier thinks the client
according to Gale D; Metzger, presisearchers renew their commitment to
thinks he is doing good work, the
dent. Statistical Research Inc., Westquality and the "principles which are
supplier is likely to spend more time
field, N.J.
^
needed if research quality is to be the
and effort in preparing new proposals
winner in the marriage of high techTdf tlBt«lie«t.,.Neyertheless, the sup""There is an'^osion of quality, an
plier is at arm's length arid"iH a roirF" --«resion of^»iingaboutthe quali^i in. »iu>k^yand reaeatidC Jtdetzgecsaid.......
petitive situation.
Creeping unprofessionalism maniresearch," he said .at the AMA's 64th
fests itself in abuses of language, reAnnual Marketing Conference in San
"Being in this situation, the supplier
search systenu, and computerized
Francisco. "Some ofthe new technoloften subconsciously will submit to a
data ana^is. "Tht problem is reflectogy makes it easy to do a sloppy job.
client a research design which is pered both in the languigc we use and the
"Unless the achievement of high
quality is an objective for our research research wt do," he said.
as we move into the use of new techAN ARTICLE ON randomndigit
nology, and unless we are accurate
dial sampling by a research firm officer provides ail Example of the im-precise use of language. The article,
which appeared in fhe Jan. II, 1980
issue of Marfcdlnf Newt, did not really deal with random-digit dial jampling. Instead, it discussed a variation
of a directory sample wherein a digit is
-added to the last position.'
,_
"The biases of the add-a-digit sample are those associated with a directory sample," he said. "Is it amply
sloppy ulk to refer to random-digit
dialing when it is not? is it a misunderstanding? Is it ignorance?
"I have seen many references in re^
ports and articles to pure random, or
reasonably random, or true random
samples. How about sonne true facts
from a true random sample? Like
UJ
CO
Either it is a random design or it isn't."
Siin«3^ dnwn from n t n ^ e s Whicfi^
are not probability samples often are
incorrectly attributed to have statistical significance. "It is misleading and
deceptive to calculate precise statistical tolerances when a nonstatistical
leap of faith isrequiredto us4a volunteer sample in an upscale shopping
—Increasingly, research technology it
being used as a substitute for valid
research. It is a case of "the widget
looking for an application," he said.
"It is often unsuited to the task. An
example is the QU^E interactive
—
—OONTINUEO ON SACK PAQC
Articles needed for Special
Marketing Teehhology Issue
A ''CALL FQR ARTICLES*' has been issued by |(oger J. Calaiitbnc. tuuiiibuting editor of the Nov. 27, 198t, Mifcetlna Hc^ws
Special IsBue OH' Technology for Marketing and Marketing Research. Material dealing with that subject niatter, either by-lined
articles or news stories, must be received by Calantone by Oct. 24
to be donsidered for publication. By-lined articles must include a
picture of the authoits), who will be required to sign a copyright
foiin. Photograplis also are^esirabie with news stories. All matertal should focus on a new aspect of technology for marketing and
marketing research, and should not be written in academic jour-,
nal style. A certain nurfiber of by-lined "opinion" coluhfins also will
be considered. Make a copy for your records, as submitted articles
will not be returned. Send articles directly to:
.
.
Roger J. Cafauitone
^
^
Associate Professor
Marketing and Management Science
.. Faculty of Management
McGiy University
Monticai, PQ Cunds H3A 1G5
"There are at least 100 issues such as
portant new research tool in test mar- the double^
probability sample when inferences'
sented only in index numbers without
keting that has ever been developed, said. "If we are to maintain the"reihe^num^tor and denominator in are to be m^de about the population."
"but
it better be used with cg^C if it search quality we had, or if we are l a
The
latter
{Principle
is
roundly
ig>
clear view. Widely differing bases or^
really
is to help us." >
; - .•
improve research quality, exceflence
'nored,
unfortunately,
he
said^^dding
denominators can make the small'
will have to be a specific objective in
thaFeven" groups like^tBe^American
look large a Ad v4ee versa.
..
Association (^l^Advertising Agencies
COMPUTER-V^SISTED tele- the design of CATI systems.^
"The steps to deeeption include calphone interviewing (CATJ) systems
culation of the index numbers and are guilty of projecting survey results
COMPUTERIZEDJJATA analyfrom
Xudgmejit
or
quota
samples.
sometimes are represented as a way to
then ranking the elements according
eliminate errors from the interviewer's sis can maximize research spending
"Miscomprehension of Televised
to the indices without showing the
recording of responses. But unless en- effectiveness but he warned against
Communications," a 4As' study, was
denominator, .^sssi-s-xs^'.
.LITERAL COMPUTER intertries of responses are verified, errors trying«to "deliver massive amounts of
"Professionalism is the only ahti- based on what was described as a
viewing is another innovation that is
will occur, Metzger said.
information or to sell research by the
being imp'roperly applied to research. ' dote to these infestations of-jargon, "convenience sample" in 12 shopping
p6und.
centers.
While
adequate
for
a
pilot
Another
weakness
of
CATI
is
the'
these misuses of potentially marveIt saves money while providing du"Ideally, one analytic system could
study,
Metzger
said
the
sample
was
temptation
to
do
sloppywork.
A
diallous,
electronic
capabilities."
bious results.
be
used to effectively scm oiit the imtoo
tenuous
to
generalize
for
the
enthrough
sample
in
which
a
number
is
Professionalism
implies
a
degree
of
' "Think for a moment how most
"poTtant
patterns. The-^echniqties^
tire
population^__
t
made
thtf
first
excellence
that
is.fast
becoming
ext
mtt
p
p
people relate to telephone answering
report
time is economical, but it may n^ot he should be standard analytic proce- *^
jjL a culture dominated^ by^cbtamer-^
devices," he said. "As a
representative, he said.
- dures with which we are all familiar, „
modestly state that the sampling of
cialism and directed to popular conWith
some
products,
if
nmy
not
including regression, cluster analysis, •
viewers
could
.
.
.
be
improved
upon
sumption,
he
said.
—
_ er's question thefirsttime and answer
matter
whether
one_gels_a_2Q%-re=
l mapping, and so on.
,so
that
the
respondents
would
be
..m,.,..
-T^-^.^^^_^^..p-^,,
—.,.
.—
"The
presence
of
quality
or
excelin the predesignated mode.
"Care
must
be
b taken to avoid.highid
jiore^representativeof^hepopulation
sponse^ate
or
an
80%
rate.
For
other
lence
in
researdi
mfght
be
considered
« "The best thing thai could happen
Hghting
differences
which occur due
tively or objectively," said Metz- irjarge,'" Metzger said. . ,
products, the difference can be dra_jt<vthic iT^pa ic that ft
to chance. It is als" Hesirabl^ <" lahel
ger. "iHibjectivelv. vuu would look at —"Thfygf nntosay 'Hnwfv'" thfrp ' matic
dial another computer, and they burn
the analyses as clearly as possible,
is
no
reason
to
believe
that
such
an
"Sometimes
the
easily
cont^^cted
the purpose of4he design, the releoul each other's circuitry."
-using
the English language."
improved
representative
sample—^
person
is
higher
than
the
average
as
invance
of
the
work.
Objectively,
yoii
Abuses are prevalent in computerThe elements that go into a sum- .
the wearing of jeans, sometimes lower
would produce any more differential
would look at the methods used and
ised data analysis, too. TJie tendency
mary tabulation must be documentas with newspaper readers," Metiger
rate of miscomprehension between
the extent to which they m.easure up
for people to accept as gospel anyed,
Metzger added.
said.
"The
real
problem
is
that
if
the
advertising and nonadvertising than
to a standard."
thing printed by computer makes this
"That
can mean as little as showing
concerted
effort
is'
never
made,
the
did
the
sample
studied.'
a sticky area.
the
numerator
and denominator for
effects
are
never
known.
SUBJECTIVE
PURPOSES
are
"Says
who?
There
is
also
no
reason
"De^ite*the broad appreciation in
an
index
number
and not just t h e '
"The
CATI
systems
provide
an
exdemonstrated
in
a
sex
Survey
conto
believe
it
would
not
produce
a
dif-_
our society of the term 'garbage in.
index
number,"
he
said.
"If the objecferential rate of miscomprehension. "cellent example of the Jekyl-and• garbage put,' there is still an accep- ducted by Helen Gurley Brown, pubtive
is
to
increase
understanding
in
Hyde
aspects
ofthe
new
technologies.
Certainly the burden of proof is upon
lisher of Cosmopolitan magazine.
tance of numbers which are neatly
order
to
enhance
the
use
of
data
and
A
proper
system
is
not
designed
only
one who makes such a venturesome
printed in rows and cqlumns in black
"To attract readers. Brown inserted
data analysis, then spelling out and
to maximize efficiency. It is designed
assumption."
. ink on white paper," he observed.
a loaded qiwstionnaire in the midst of
documenting the basic data and the
to improve both quality and efficien~
"Professionals know that the num- a limited-circulation magazine and
assumptions are critical.
c
y
.
"
WHILE ALL RESEARCH does
bers that come out are only as good as drew global conclusions from the
•Tradition exists because the value
CATI
systems
should
have
a
not require probability sampling, it is
those that go in. But the tidy produc- mail-in response," he said. "She was
of
something has been proven, has
double-entry
mode
to
verify
retion oT numbers by computer seems to interviewed on TV talk shows and elsewrong to generalize about the whole
been tempered andnested. Whethersponses, he suggested, because they
have lessened our concern for the where and discussed the results as if
population when using nonprobabiliresearch quakty wins or loses in the
don't have key verificatioft. Double
checkingof what goes in."
„ "—^ ± ^ y applied to all women.
ty methods. "We snislead by implying
marriage of research and high techentry
costs
more
and
is
more
time
In processinf client inforriiation.
a level of accuracy which can be tested
"She trumpeted the large sample
nology is up to us."
——:
—
consuming,
but
it
also
is
more
accustatistically, when it cannot," Metzger
h 100,000
100000 women and
d
Metzger's firm occasionally encoun- size off more than
rate.
said.
ters numbers which don't make sense. compared it to Nielsen's small sample
The same general statement can be
When contacted, a client might re- of 1,000 and Kinsey's analysis of,
made about the marriage of research
spond, "I don't know what those 6,000. She technically admitted that
and technology. Technological adnumbers mean, I just.process what her study was not based on a random
sample.
But,
because
her
sample
was/
vances can benefit research, he s^d,
f m given."
"You cap blame bigness or ignor- so large, she felt the findings must be. but only if the application is legitimate.
^ , but you can't excuse that type of meaningful.
The Universal Price Code scanner
"The pity is that neither the TV
noncaring attitude," he said. "That is
is
an
example. Ix has been hailed as
show
producers
or
interviewers
knew
part of our problem as an industry."
^^ most important developenough or cared enough to tell
ment in the history of test marketing,"
COMPUTER ANALYSIS lends that she didlft know what she was
yet the purpose of the machine is to
itself to "cherry picking" of research talking about.
the sur-—automate checkouts, not aid r>sti
data. At)errant resujiscrop upurany
me suujtK.ii
International), will speak on
^
Many products are not conducive to
U.S. AND BRITISH researchers will
survey, and media salespeople tendto v^ey was to sell. The end result was a
ing Out and Coordinating Multicounbe featured speakers at a two-day incontamination of the whole process of , scanner us^such as 50-pound bags.
represent those results as truth.
try Quantitative Studies Across
"Research is only a by-product," he
ternational research conference Oct.
"Just show the one case in 100 research, he said.
pointed
out.
"Information
about
spe19-20
cosponsorad
by
the
AMA's
ropp:
where that medium is No. 1 and all
cial deals or price changes often comes
New York .Chapter and the Mar^^t
RESEARCHERS DONT have
A^nique Approach to the Problive happily ever after," Metzger said.
from separate computer data files. If
Research Society of Great BritaiifT
lems of International Medical and
^Provide enough breakouts on a small universal standards for gauging objecthe^wmputer files^ are hot properly
"International Rcscaivh. A Vitw / -4*harmaceuticaHlesearch'' is the topie^
enough sample, and every station or . tivityT^ut two fundamentals must
matched, the analysis is based on the
From Both Sides of the Atlantic" yi of Dr. Mo Sacoor, chairman. Medical
every vehicle can find a way of casting , undergird all research," Mejzger said,
wrong information.
the theme, and five speakers from. Market Studies
itself as No. 1^_4 "They are complete disclosure of
^ a c h nation will address the issue.,
THE FIVE U.S. speakers include
"Marketing to Developing CounWalter Burgi, president, Burgi Intertries: Problems and Solutions to Innational fnc. His topic is "Strategic
formation Research Needs" will be
Research, the South American Way."
discussed by David E. Caldicott,
"Industrial Research in Internam&rketing and sales development ditional Markets" will be addressed by
rector, Beecham Products Overseas.
John W. Ewen, manager of intema"Marketing a Service on a PanEuropean Basis: The Research Needs. tional market studies. General Business Group, I H M . '
i.
the Problems, and Some Solutions is
. Our own method for product t)enefit analysis and market segmentation
"My Country—Right or Wrong* 15=the topic of Paul Szwarc, market rethfc topic of Bruce Meyers, tlirector of
search and information manager of
research. Batten, Barton, Durstine &
HABAT can tell you: - ^ —
,
V
Europe, Middle East, and Africa,
Osborn Inc.
American Express Card Division.
• Which product attributes or features are CRITICAL to your prod"Overseas Is More Than One
U.K.
uct's appeal and which ones can give you a COM PETITIVE EDGE •
Place" wiU be discussed by Richard
"Have Tape Recorder, Will Travel:
Halpem, special products, corporate
f
Tribulations, and SucieW MANY MARKETS exist forypur product, the SIZE of each
_4
naiiceting diviaon. Coca-Cola Co,^——;
cesses of Doing ^tuUtative
^
"Pitfalls in lntenlMional Research" _
in the JJeveloping WorldB-iwitf be adone and the KEY REASONS WHY each exists
is the subject of William Jay Wilson,
dressed by Mary Goodyear, internapresident, Surch INRA Hooper.
tional research director. Market BeHABAT is brought to you by SERS—
For more information, see the Conhavior Ltd. (MRB International).
ference
Calendar in this issue.
Philip Barnard, executive director.
e Perfornfiing innovative nnarket research since 1963
Research Bureau Limited (Research
cable TV system in Columbus. Ohio.
"When a national firm had a program which was targeted to a black
audience, it used this system to test the
pilot production," MeUger said.
"I am told there was one black family viewing in the sample. That did not
deter the firm froin using or reporting
the findings."
.
•
I
•
—
y
.
—
^
—
Chapter
Marketing conference foe
on U.S./U.K. research views
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