From the Ringstraße to Madison Avenue: Commercial Market Research and the Viennese Origins of the Mass-Culture Debate, 1941–61

2017 ◽  
Vol 47 (2) ◽  
pp. 261-287
Author(s):  
Joseph Malherek
Keyword(s):  
Mass Culture ◽  
Market Research ◽  
Madison Avenue ◽  
Commercial Market

Costs and benefits of the use of commercial market research approaches in large scale surveys

1992 ◽  
Vol 157 (7) ◽  
pp. 504-504 ◽  
Author(s):  
Anthony M A Smith ◽  
Lorraine Dermerstem ◽  
Carol A Morse ◽  
John L Hopper ◽  
Adele Green
Keyword(s):  
Market Research ◽  
Large Scale ◽  
Costs And Benefits ◽  
Commercial Market

The Lingering Effects of Tobacco Control Advertising

2015 ◽  
Vol 21 (2) ◽  
pp. 79-91
Author(s):  
Judy Li ◽  
Rhiannon Newcombe ◽  
Darren Walton
Keyword(s):  
Tobacco Control ◽  
Market Research ◽  
Cost Effective ◽  
Cross Sectional ◽  
Recent Exposure ◽  
First Response ◽  
Commercial Market ◽  
Subsequent Interview ◽  
Intuitive Thought ◽  
First Interview

In commercial market research, “pulsing” advertising is found to be more cost-effective than placing advertisements continuously. However, the benefits of pulsing policy in social marketing have rarely been tested. This study explores the lingering effect of tobacco control advertising. If the effects of tobacco control advertisements linger beyond the time they are on-air, this would provide a theoretical basis for using pulsing policy in tobacco control campaigns. This study analyzed responses from two independent samples of smokers and recent quitters, where respondents reported whether they were exposed to any tobacco control advertising in the last week. Sample 1 was cross-sectional ( n = 3,106), and Sample 2 followed a self-refreshed panel methodology where 846 participants were interviewed for up to 6 times (3,120 interviews). Both studies used the same survey instrument and were in field concurrently. Eighty percent of Sample 1 reported recent exposure to advertising. This was strikingly similar to the response from Sample 2 recorded at their first interview (81%). However, panel members’ self-reported exposure to campaigns decreased at each subsequent interview (approximately a fortnight apart) and eventually reached 56% at the sixth interview. Building on the premises of priming theory, the first response from each Sample 2 respondent represented his or her intuitive thought—a result of the lingering effect of advertising. The drop in recall over time could be due to respondents self-correcting their responses after being primed in the previous surveys. Our findings suggest the effects of tobacco control campaigns linger and support the use of pulsing policy in tobacco control advertising.

Ethics in Practice

2010 ◽  
Vol 52 (2) ◽  
pp. 155-168 ◽  
Author(s):  
David H.B. Bednall ◽  
Stewart Adam ◽  
Katrine Plocinski
Keyword(s):  
Qualitative Research ◽  
Social Status ◽  
Market Research ◽  
Response Rates ◽  
The Public ◽  
Academic Researchers ◽  
Commercial Market ◽  
High Social Status

Survey researchers face declining response rates, due to lower contactability and more selective cooperation by potential respondents. Commercial market research companies are under even greater pressure than academic researchers as most commercial surveys do not have high social status. Several persuasion techniques to enhance cooperation have been used in academic surveys, though some of them might be considered unethical. Given the commercial pressures of time and cost, this study investigated the extent to which market research companies favoured these persuasion techniques. A survey of fieldwork managers in companies operating in Australia was conducted, along with qualitative research. It was found that some techniques were unacceptable as they threatened long-term relationships with the public, some were impractical and others were useful, but not for all surveys.

In Favor of Closer Ties

2005 ◽  
Vol 42 (3) ◽  
pp. 255-255 ◽  
Author(s):  
Richard M. Johnson
Keyword(s):  
Market Research ◽  
Methodological Development ◽  
Research Environment ◽  
Commercial Market

The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.

A Career between Theory and Practice

2005 ◽  
Vol 42 (3) ◽  
pp. 243-249 ◽  
Author(s):  
Richard M. Johnson
Keyword(s):  
Young People ◽  
Conjoint Analysis ◽  
Market Research ◽  
Marketing Research ◽  
Theory And Practice ◽  
Research Environment ◽  
Methodological Innovation ◽  
Commercial Market ◽  
Early Specialization ◽  
Adaptive Conjoint Analysis

The author describes his career in marketing research, which involves a series of nonacademic positions. He argues that the commercial market research environment provides challenges that motivate methodological innovation, and he discusses the development of adaptive conjoint analysis in response to client problems. He suggests that young people should keep their options open, avoid early specialization, and follow their interests.

Mass Culture Revisited

1972 ◽  
Vol 17 (7) ◽  
pp. 406-406 ◽  
Author(s):  
EDWARD E. JONES
Keyword(s):  
Mass Culture

УКРАЇНОЗНАВЧИЙ ОСВІТНІЙ ЧИННИК В УМОВАХ СУЧАСНОЇ УКРАЇНСЬКОЇ МАСОВОЇ КУЛЬТУРИ

2019 ◽  
pp. 22-29
Author(s):  
Н. В. Фрадкіна
Keyword(s):  
Mass Culture ◽  
Personal Development ◽  
Negative Impact ◽  
Educational Process ◽  
Point Of View ◽  
Character Trait ◽  
Main Task ◽  
Leading Role ◽  
The Individual

The purpose and tasks of the work are to analyze the contemporary Ukrainian mass culture in terms of its value and humanistic components, as well as the importance of cultural studies and Ukrainian studies in educational disciplines for the formation of a holistic worldview of modern youth.Analysis of research and publications. Scientists repeatedly turned to the problems of the role of spirituality in the formation of society and its culture. This problem is highlighted in the publications by O. Losev, V. Lytvyn, D. Likhachev, S. Avierintsev, M. Zakovych, I. Stepanenko and E. Kostyshyn.Experts see the main negative impact of mass culture on the quality approach, which determines mass culture through the market, because mass culture, from our point of view, is everything that is sold and used in mass demand.One of the most interesting studies on this issue was the work by the representatives of Frankfurt School M. Horkheimer and T. Adorno «Dialectics of Enlightenment» (1947), devoted to a detailed analysis of mass culture. Propaganda at all socio-cultural levels in the form is similar in both totalitarian and democratic countries. It is connected, according to the authors, with the direction of European enlightenment. The tendency to unify people is a manifestation of the influence of mass culture, from cinema to pop. Mass culture is a phenomenon whose existence is associated with commerce (accumulation in any form – this is the main feature of education), in general, the fact that it exists in this form is related to the direction of the history of civilization.Modern mass culture, with its externally attractive and easily assimilated ideas and symbols, appealing to the trends of modern fashion, becomes a standard of prestigious consumption, does not require intense reflection, allows you to relax, distract, not teach, but entertains, preaches hedonism as the main spiritual value. And as a consequence, there are socio-cultural risks: an active rejection of other people, which leads to the formation of indifference; cruelty as a character trait; increase of violent and mercenary crime; increase in the number of alcohol and drug addicts; anti-patriotism; indifference to the values of the family and as a result of social orphanhood and prostitution.Conclusions, perspectives of research. Thus, we can conclude that modern Ukrainian education is predominantly formed by the values of mass culture. Namely, according to the «Dialectic» by Horkheimer and Adorno, «semi-enlightenment becomes an objective spirit» of our modern society.It is concluded that only high-quality education can create the opposite of the onset of mass culture and the destruction of spirituality in our society. It is proved that only by realizing the importance of cultivating disciplines in the educational process and the spiritual upbringing of the nation, through educational reforms, humanitarian knowledge will gradually return to student audiences.Formation of youth occurs under the influence of social environment, culture, education and self-education. The optimal combination of these factors determines both the process of socialization itself and how successful it will be. In this context, one can see the leading role of education and upbringing. It turns out that the main task of modern education is to spread its influence on the development of spiritual culture of the individual, which eventually becomes a solid foundation for the formation of the individual. Such a subject requires both philosophical and humanitarian approaches in further integrated interdisciplinary research, since the availability of such research will provide the theoretical foundation for truly modern educational and personal development.

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

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