Service streamlines research report writing
Communication Technology Group International is offering a new service that streamlines the writing process for market research reports. Customers furnish CommTech with the raw data from diverse sources like on-line databases, CD-ROM, spreadsheets, word processing programs and printed documents. Using proprietary software CommTech will prepare a customized report, in as little as 24 hours.
SPSS for UNIX
SPSS Inc. is offering a new UNIX version of its SPSS statistical software. The new package features a Motif user interface for greater ease of use and learning, and integrated capabilities for data access, analysis, graphics and reporting. SPSS for UNIX is now shipping for the IBM RS/6000. It will be available on additional UNIX platforms, including SCO Open Desktop and the Hewlett-Packard 9000/700 by mid-year. SPSS for UNIX for Sun Solaris 2.0 and Digital's ALPHA will be released later this year.
New ad copy testing method draws from NFO panel
ASI Market Research Inc., and National Family Opinion Research (NFO) are jointly producing a new advertising copy testing method. The new system combines NFO's single-play videotape technology with ASI's validated testing methodology and normative databases. The method will be administered through targeted samples of consumers drawn from the 425,000-household NFO panel. Using the NFO panel, specific samples of consumers can be selected for copy testing.
Evaluation measures in-store media
Market Decisions has added In-Store Media Evaluation (ISME) to its custom sales research services. The ISME is designed to enable manufacturers to achieve testing accuracy for successful program implementation. The service measures cost effectiveness of any in-store medium compared with normal shelf conditions, with matched panel testing incorporated into the design and conducted in a concurrent time frame. Pre- and post-reads are excluded to avoid time or seasonal shifts and other variances in merchandising activity that might skew measurement; matched market testing is also excluded. Frequent store visitations are included for quality control and to detect extraneous factors that might influence readers. Market Decisions will assist in developing action standards, analysis and report formatting.
Service tracks brand performance on a continuous basis
Market Facts has introduced its Continuous Brand Monitor for brand and advertising tracking research. The continuous Brand Monitor allows marketers to understand the performance of their brands and those of their competitors by tracking the effects of advertising, promotion, and competitive influences on an ongoing basis. The Continuous Brand Monitor can be used in tandem with other Market Facts services.
Updates of Maplnfo
Maplnfo Corp. is shipping Maplnfo Version 2.1 for Windows desktop mapping software, along with MapBasic 2.1, an upgrade to its programming language for custom desktop mapping applications. The company is also announcing the Maplnfo SQL DataLink, an optional module for Maplnfo Version 2.1 for Windows, that allows users and developers to query and retrieve data from remote corporate databases. Maplnfo 2.1 new features include new on-line help that uses Microsoft Windows engine for fast, comprehensive, context-sensitive support; faster performance with fewer screen redraws; and greater file support and handling with support for dBASE IV and Excel 4.0 file formats. MapBasic 2.1 has added 20 new development commands, new dialog commands and SQL DataLink commands. SQL DataLink can access to data from a broad range of databases, including Oracle, Sybase, Paradox and Novell's Netware SQL.
Windows interface for news retrieval
Trax Softworks Inc. has made available Cypress, aMicrosoft Windows-based interface to Dow Jones News/Retrieval. Cypress offers News/Retrieval users an alternative to the slash commands normally used for the on-line information service; lists that eliminate the need to memorize symbols; and a user-customizable toolbar for one-step execution of commands and capture facility.
Kit introduces marketers to PRIZM
Claritas/NPDC has released PRIZM Planner, a starter kit to help marketers understand and use PRIZM. PRIZM Planner helps marketers identify their current customers and best prospects using the PRIZM consumer segmentation system and national databases. The kit includes interactive PRIZM demonstration software for PCs with a high density disk drive, including PRIZM data on zip codes; descriptions of PRIZM clusters, with lifestyle and product preferences; and a slide presentation about using PRIZM.
Manual helps choose best approach for industrial research
New York City-based Van Derveer Industrial Research is now offering The Van Derveer Industrial Marketing Re-search Training Manual, a 165 page manual for industrial marketers that covers topics such as how to select the best methodology for your project, how to write questionnaires to measure customer satisfaction, estimate new product potential and market size/share, evaluate product usage patterns and service/warranty issues, and track advertising.
Plant expansion lists from Elsevier
Elsevier Business Lists is offering its plant expansion database. The database covers all the manufacturing and scientific/research marketplaces and reaches managers and other professionals with current plant expansion responsibilities. Special selections are available by product, active buyer, area of work, employee size and dollar volume. Minimum orders are 5,000 names or a $450 flat fee.
Products target purchasing habits
Ruf Corp. has released Smart Targets and Smart TargetsPlus. The two-tiered methodology uses 500 indicators of brand preferences and purchasing habits to link 85 million households with products, services and brands they are most likely to buy. The products were developed using demographic and behavior-oriented characteristics, which eliminate privacy concerns associated with credit-based information. Ruf Corp. developed the products in cooperation with national list and information provider TRW Target Marketing Services, and Simmons Market Research Bureau.
Software assembles multimedia presentations for Windows
Q/Media Software Corp. has announced two multimedia presentation programs, Q/Media for Windows, and Q/Media Professional for Windows. Both programs enable users and multimedia developers to create high quality presentations on Windows 3.1-capable PCs. The programs integrate video, animation, audio, imaging, graphics and text from Windows, DOS and Macintosh applications. Q/Media for Windows also supports Microsoft Video for Windows digital video software; Q/Media Professional for Windows supports Microsoft Modular Windows operating system and features an animation editor, royalty-free runtime and MCI device driver.
Product & Service- In-Depth
Creative Research Systems and Advanced Research Services develop digital audio to capture voice responses
As a method of increasing the dynamism of presentations Creative Research Systems of Petaluma, Calif., and Advanced Research Services of Malibu, Calif., have jointly developed a system of obtaining audio responses to interview questions through the use of digital audio.
Scott Tallal, founder of Advanced Research Services, was looking for a way to integrate the impact of the sound bite with the statistical validity of the research interview. Since starting his own company five years ago Tallal has made a major effort to make his client presentations as appealing as possible. These have included sophisticated graphics and color charts to illustrate key points. But since most of the interviews were conducted by phone, the sound content which held the detail and nuances of answers to open-ended questions was lost when transcribed to paper questionnaires or computer screens. Tallal believed adding the actual voice of the respondent to the report would add substantial value to the interpretation of data and impact to his presentations.
As a long time user of the PC based THE SURVEY SYSTEM tabulation package, Tallal approached its creator, Dr. Hank Zucker of Creative Research Systems to see if voice recording could be incorporated into the program. The SURVEY SYSTEM already had the capacity to record typed verbatim text from surveys and this seemed to be a logical expansion. Zucker began working on this development in 1989.
After three years Zucker was able to introduce the Voice Capture Module in 1992.
Upon completing the development phase the product was taken into the field for testing and further refinement. Included was the introduction of the product to Tallal's clients, who became enthusiastic supporters.
A major benefit is its ability to group "voice verbatims" by content and demographics for playback purposes. Some of Advanced Research Services clients have ordered their own sound kit to regroup and playback voice verbatims on their own PC's.
According to Tallal, an unanticipated bonus has been the improved efficiency of interviews. Voice recording open-ended questions saves about 30 seconds a question, when compared to writing or typing in the answer. Over the period of a year, that can add up to a lot of telephone time and money saved.