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The factors that significantly influence the number of attributes in conjoint analysis, a marketing research tool, are studied. The various elements in the research, which leads to missing levels of attributes by respondents, when number of attributes is large, are discussed.

Research was conducted on the acceptance and rejection rates for new products by a major channel intermediary. The intermediary's acceptance - rejection decisions were described with a high degree of accuracy using logistic regression models. Analysis of intermediary's acceptance decisions are important because of the high cost of introducing and marketing new products. The implications for improvement of the marketing system and for the creation of new strategies were discussed.

A lack of response is the greatest problem facing marketing researchers. The rates of response to research in 1990 will be a function of the willingness of consumers to take part in research, and the degree to which research methods are improved. The challenges facing researchers in the future include dealing with invasion of privacy issues, obtaining representative samples and valid results, and overcoming the skepticism of consumers. Researchers should examine elements of research that include questionnaire design, sampling techniques, and respondent compensation for possible improvement.

A statistical approach towards the analysis of survey data along with psychological treatment to it is supported on the grounds of consistency and standardization. Imposing a structural framework to customers' responses avoids subjectivity in data analysis.

A research study of 15,000 1986 new-car buyers was conducted by Maritz Market Research (Toledo, Ohio) and sponsored by Newsweek magazine, to determine consumers' brand preferences that are not reflected in actual automobile purchases. Questionnaires revealed that 59 percent of the sample bought the car they desired, but variation existed among groupings, with age and income being the main factors affecting purchase choices. Survey respondents who indicated that they desired a car other than the one purchased, most often indicated that the desired vehicle was a Mercedes Benz; the second most desired automobile was identified as the Chevrolet (with the popularity of the Corvette figuring heavily in this result). This research has implications for manufacturers because the data forecast the customer base, enabling defensive marketing strategies to be devised, and because the survey data are pertinent to product positioning strategies. The surveys conducted also identified the concerns of new car buyers (quality, previous experience with automobile type, and drivability), and related customer lifestyles with purchasing trends.

According to Walker Research in its seventh annual Industry Image Study report, more people are participating in market surveys and the public image of marketing research firms is good. The report concludes that telephone surveys continue to be the most popular research format, that shopping mall intercepts are the most prevalent form of personal interviewing, that mailed questionnaires are becoming more popular, and that door-to-door interviews are declining. Most people associate the personality and attitude of the interviewer with the pleasantness of the survey experience. Five recommendations to survey conductors outlined in the report are: (1) interviews should be clear and concise, (2) only required personal data should be compiled, (3) interviewers should be thoroughly trained and be professional, (4) telemarketing and marketing research should be differentiated, and (5) at every level of the survey, supervision must be provided to ensure accurate data gathering.

Purchase Observation Studies are conducted by market researchers to gain insights as to consumers' reasons for purchasing goods (and brands) at the time of purchase. The technique of intercepting consumers for questionnaire responses at the time of, or immediately following, purchase is deemed to be a more accurate method of assessing marketing data, because it does not rely upon the public's memory. Purchase Observation Studies are also considered superior to more traditional methods of surveying consumers of infrequently purchased items, consumers making urgent marketing decisions, consumers' perceptions of in-store competition, consumers who are purchasing limited rollouts of merchandise, consumers dealing with new products or services, consumers who are purchasing several products at the same time, consumers for whom questions of price and prestige are important, and consumers who are experiencing complex sales channels. The intercept market research techniques may also limit the researcher's legal liability and risk related to performing the study.

Market segmentation techniques can help financial institutions to assess which groups or parts of the total market provide the optimal chance for a given product. Traditional methods such as scaling do not account for the relative importance of product factors to consumers, what trade-offs the consumer is willing to make, or how consumers feel about specific attribute levels. A method that permits the financial institution to manage these issues entails conducting market research that forces respondents to simultaneously assess conflicting product-service attributes.

Market researchers are advised to consider the marketplace or marketing context of questions in their work, or results might be misleading. It is advantageous for the consumer to see a product name on a package, display, or in an advertisement, for example. Proper introduction of a product concept can be in the form of a short paragraph describing it, if no package or advertisement is available. It is suggested that advertisement tracking studies should focus on what the campaign should do for the brand, and not merely what executions do for campaign registration.