Data System
Kapuler Marketing Research announces "Quanvert," an interactive data handling package that enables the researcher to manipulate data and to create new tables from existing tabulated survey data. The firm also has a system "UniFocus" which utilizes non-directive interviews to gather all the perceptions, fantasies and emotions associated with a product, service or advertising. Contact Kapuler Marketing Research, Inc., 3436 North Kennicott Ave., Arlington Heights, III., 60004.
Water Pollution
William T. Lorenz & Co. has published "1986 Update - Water Pollution Control Industry Outlook," an extensive market research study in the water resources field. The study examines the opportunities available for suppliers of equipment, instruments and services to water resources markets. The 600-page publication consists of research, statistics, tables, product descriptions, forecasts and consulting experience. Contact William T. Lorenz & Co., 85 Warren St., Concord, N.H., 03301.
3 Food Reports
Three new reports are available from MRCA Menu Census, the food usage information service of MRCA Information Services. The Dish Composition analysis identifies the ingredients that go into a food or beverage and discusses "doctoring" an existing commercial product. New product concepts, either through line extensions of existing products or by identifying a current unmet need in the packaged goods industry, are explored. Another report explores cookies, cakes, pies and other baked sweets, as well as ice cream, ice milk, sherbet and frozen novelties. A third offers detailed information about U.S. consumers of a specific food or beverage product - where, then and how they use it plus insights into their households and lifestyles. Contact MRCA Information Services, 2215 Sanders Road, Northbrook, Ill., 60062.
Database Enhancement
Computers for Marketing Corp. has added integral database management capabilities to its Mentor program. The enhanced Mentor permits filing a variety of information on a computer in an organized manner and helps retrieve that information quickly and inexpensively. It is claimed to improve the efficiency of large, on-going projects such as wave studies. Write: Computers for Marketing Corp., 547 Howard St., San Francisco, Cal., 94105.
Foreign Trade
Foreign Trade Assn., Inc., (FTA), a trading facilitator between businesses in Italy and the U.S., is involved in many activities integral to successful international marketing, including marketing research. FTA provides the decision-maker with the necessary information for optimal marketing strategy formation. Contact Randel J. Chavez, P.O. Box 12194, San Francisco, Cal., 94112-0194.
Writers' Guide
Practical Communications, Inc., introduces a new approach to improving written business communications. "Writing for the Information Age" combines audiovisual tapes, a 170-page reading/reference handbook and an optional teaching guide. Contact Practical Communications, Inc., P.O. Box 4335, St. Paul, MN, 55104.
In-Home Service
Two new services have been announced by The Roper Organization. The Limo-Bus is an in-home customized research service with the economy and speed of a regularly scheduled multi-client omnibus survey. Limo-Bus is capable of reaching a nationally representative sample of either 1,000-2,000 adults face-to-face in their homes in any one of 10 regularly scheduled survey waves per year. Roper's Fragrance Service measures the size of the men's and women's fragrance market as well as relative brand share information using personal in-home interviews to gather the data. All the fieldwork is conducted in 10 waves of 2,000 interviews approximately every five weeks. Reports state market size (in dollars and units), relative brand shares and sales by outlet (in dollars and units). Contact Melvin Miller, Vice President, The Roper Organization, 205 East 42nd St, New York, N.Y., 10017.
Ad Test Service
Doane Marketing Research, Inc., St. Louis, MO., announces two new services, Farm Ad ConCept Test and the In-Depth Farmer Reader Reaction To Print Ads. Both services measure potential ad impact on a nationwide basis or in a specified geographical area by utilizing the flexibility of access to producers through the Doane Countrywide Farm Panel of 25,000 members or from its off-panel name bank.
Farm Fax
Doane Marketing Research, Inc., announces Quick Farm Fax, a fast, economical way to access the American farmer and address specific research needs in only seven days. Quick Farm Fax is a completely customized service that answers research questions according to the client's specific demographic and enterprise requirements by utilizing the flexibility of access to producers through the Doane Countrywide Farm Panel of 25,000 members or from its vast off-panel name bank.
Support System
Maritz Market Research, Inc., introduces EXPLORER,™ a simple microcomputer-based decision support system. It allows researchers to run cross-tabulations, produce graphs and charts and conduct statistical tests in the customer's own office without using timesharing or mainframe computers. No prior computer experience is required. Contact Bob Johnson, Maritz Market Research, Research & Development Div., 7200 France Ave., Minneapolis, Mn, 55435.
Product Books
Orion Publishing Corp. has a series of "Blue Books" that include an extensive listing of products such as electronic, video, computer hardware, camera and musical equipment and their manufacturers. Write: Roger Rohrs, Publisher, Orion Publishing Corp., 1315 Main Ave., Suite 230, Durango, Colo., 81301.
Sweet Goods Report
MRCA Menu Census announces a new three-volume Sweet Goods Special Topic Report. This study provides marketers of food and beverage products with a comprehensive overview of U.S. sweet goods consumption. Also included are narrative discussions of key issues in product trends with detailed tables displaying measurements of products' penetration, percent change in consumption levels, in-home and away-from-home use and dessert vs. non-dessert orientation, along with individual and household demographics. Contact: Dana McKee, account executive, MRCA Information Services, Stamford, CT, 06901.
Package Research
Nova Research, a firm specializing in design, new product and corporate identity research, introduces the Design Visibility Lab which measures six distinct dimensions of visual perception to determine package performance. Nova Research also introduces ValiGraphics, a systematic quantitative research program for evaluating packaging performance. It analyzes subjective reactions to packaging, provides demographic and product usage profiles and evaluates shelf impact.
Computer Programs
Pulse Analytics, Inc., has published a series of four personal computer programs to solve specific market research problems. All of the programs are directed to easy interactive use by market research professionals. The programs cover problems in market segmentation, competitive leverage analysis (quadrant analysis), multiple paired comparison analysis and random sample design generation. Write to: Pulse Analytics, Inc., P.O. Box 116, Ridgewood, N.J., 07450.
Reaction Tester
Columbia Information Systems announces Perception Analyzer, a qualitative computer supported system which records participants' reactions to test material instantaneously. Between 50-400 participants can be tested at once via video, audio or slides. Since the system records second-by-second reactions, the need for recall is eliminated. Write Columbia Information Systems, 333 SW 5th, Portland, OR., 97204.
Media Service
Plasman and Assoc., Inc., introduces Custom Media Monitor (CMM). CMM offers media buyers a service to readily determine the specific combination of publications or special TV programs including cable TV with the largest unduplicated audience. TV programs, magazines and newspapers can all be evaluated in a single study. CMM is particularly useful for audiences of specialized products or services advertised in publications not typically included in syndicated services. These could be hunters, fishermen, boaters, hobbyists, buyers of PCs, software, industrial products, buyers of services and others. Three to seven combinations of media are typical among 20-25 or more publications/programs. Write Plasman and Assoc., Inc., 7301 Ohms Lane, Suite 390, Minneapolis, MN. 55435.
Mapping Program
Dun's Marketing Services, a Dun and Bradstreet co., is distributing a mapping software program from Strategic Locations Planning, San Jose, Cal., as part of a new package of data products in floppy disk format called BusinessTrac. The new package enables marketing managers to access data from DMS' existing Business Reference Services' databases and then maps the information in order to display marketing data by geographic area.
Evaluation System
Rockwood Research Corp., St. Paul, MN, announces a new service for measuring the effectiveness of direct marketing materials. The exclusive evaluation system developed by Rockwood provides competitive information on what direct marketing tools are being used in various industries and which of the various creative alternatives are most effective. First reports will be available April, 1987.
2 Software Products
Sawtooth Software, Inc., has released two new software products. The first product is the Ci2 System (Computer Interviewing with the IBM PC). This package is used to construct and administer questionnaires using the PC as an interviewing device. The second product is called ACA (Adaptive Conjoint Analysis). The purpose of this software is to measure and analyze consumer judgments and preferences for products or services using a statistical technique called "conjoint" analysis. These two packages are designed to be used alone or in conjunction with each other. Together they provide the market researcher with a set of tools for measuring and analyzing consumer data. Contact Sawtooth Software, Inc., P.O. Box 3429, Ketchum, Idaho, 83340.