The Palm Beach Post from West Palm Beach, Florida on November 11, 1968 · Page 15
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The Palm Beach Post from West Palm Beach, Florida · Page 15

West Palm Beach, Florida
Issue Date:
Monday, November 11, 1968
Page 15
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Page 15 article text (OCR)

Palm Beach Post. Monday, N ov. 11, 1968 15 Market Research Tells Preferences Of People V .2 Aiyf v' ; it "it ?.- Telephone, house to house surveys and questionnaires are only a few ways research is conducted. "We have group sessions whereby we get people to participate in round table discussion in a relaxed atmosphere. We have a moderator and people talk about certain subjects. They get into some pretty heated discussions," she smiled. "Product testing is great, they enjoy that. Women have a tendency to do more serious talking than the men, they know the prices and can & WIG BOUTIQUE LIMITED TIME ONLY FALLS-W1GLETS-WIGS NOW AT PRE SEASON PRICES. AND . . . IEI US RECONDITION THOSE TIRED ONES! 832-7579 137 BRADLEY PL. ter service. Market research is very important to determine advertising effectiveness; what clicks and what doesn't." "We interview on the street and in shopping centers to find out how far people come to shop, where they have a bank account, whether they shop and bank at the same time, bank by mail or use drive-in windows." From this type of interview and many other types the consumer gets bigger and better things in terms of department stores, parking lots, banking services the list seems endless. "The majority of people don't know how they get these things, research doesn't enter their minds." Unfortunately, she said, trying to interview nowdays is more difficult. Nobody trusts anybody and dance studios and magazine salesmen make it hard on the Interviewer. People might be interested and might want to answer the questions but they want to know if it is legitimate. In this local survey each interviewer will carry an Identification card and anyone can feel free to call the company to check, she stated. "It is all in the way an interviewer approaches the person. They must stress the Importance of the survey, one of the few places the public can voice an opinion about what they want. The consumer is given a chance to sound off." The First Research Corporation also conducts telephone surveys but Mrs. Farkas prefers the personal Interview. "You can kitchie koo the little baby In person but on the telephone you are just a voice and so many people are wary of telephone calls. It is too easy for them to hangup." By DIEDRA VAXDl'ZEE Staff Writer When the doorbell rings this week don't expect to hear a lilting "Avon Calling." More likely It will be a consumer analysis interviewer. The interviewer will have a questionnaire she hopes you will fill out as part of a survey of product usage, buying habits, brand preferences, household characteristics and teenage characteristics in the Palm Beaches. She will leave the questionnaire and return in two days to pick it up. This survey has been going on for five years conducted by the First Research Corporation and sponsored by The Palm Beach Post-Times! Did you know in 16 most housewives shopped twice a week, purchased most of their groceries on Friday and traveled less than one mile to a store? Do you know the most popular brand of coffee, tuna fish, peanut butter or dog food in the area? These are only a few fascinating facts discovered by the survey. So what, you may say. So without research surveys, says Marretta Farkas, field staff supervisor for First Research, "We wouldn't have as many new products nor as good products. These surveys help the advertisers, the manufacturers, and the stores know what the public looks for and enables them to give bet If Shades & Draperies ft y "W Minudelur. Whit W. Sill" THAT'S AN IMPORTANT PART - Marretta Farkas, field staff supervisor for First Research Corporation explains to Diedra Van Duzee the consumer research questionaire which will be given to a random sampling of homes in the Palm Beaches during the next few days. Clubs In Action Are you a member of a local church, fraternal, or civic group? THE FASHION WINDUP Give her an edge in the arms race. A diamond watch! From top: $550. $350. $275. Decorator Window Shades Custom Draperies West Indies Shutters ft Accordion Fold Doors Venetian Blinds New Refinishing Decorative Woven Wood Drapes Shades Broadloom Reupholstoring For A Decorator Trained Salesperson Call: 681 1 S. Dixie Hwy. W. Palm Beach Phone 582-7994 1941 N. Federal Hwy. Boca Raton 399-8760 IOTA PI CHAPTER BETASIGMA PHI A toy party will be held today at 7:30 p.m. for members of the Iota Pi chapter of Beta Sigma Phi and their friends. The party will take place in the party room of MacAr-thur's Dairy and refreshments will be served following the display of toys. S. County Road, Palm Beach. During the tea from 2 to 5 p.m. details of coming opera activities will be discussed. "Lucia di Lammermoor," starring Roberta Peters and five other Metropolitan Opera Artists, will be presented on Feb. 28 at the West Palm Beach Civic Auditorium. Anyone wishing ticket information is asked to write Civic Opera of the Palm Beaches, Box 1054, Palm Beach, 33-180. 7fTrO S0CK 11 AWAY T (ton SANTA Jacobs JEWELERS SINCE 1890 PALM BEACH MALL PH. 683-7673 also in Orlando and Jai kmni'dle Ford Showrooms: Miami Ptrrin No. Miami Itach Tampa Ft. Laudtrdal Pompano Boca Raton W. Palm leach OPERA GUILD TEA Today, Mrs. Carleton R. Dodge will entertain members of the Civic Opera Guild and their guests in her home at 760 See Mr. Fisch. the Owner ... For the BEST PRICE MAKE YOURS If you belong to any religious society, fraternal organization, or a civic club, you ought to know about our special 10 Redemption Program. Stop in and we'll explain the details on how your group's treasury can make a profit on every item dry cleanedl PORTABLE '""ffy Expertly cleaned at participating Raise Funds Some 25 young people, belonging to Beachcombers A.Z.A. and Sandpipers B.B.G., raised approximately $100 Sunday in a B'nai B'rith-spon-sored car wash at the North-wood Gulf Station in West Palm Beach. Paul Kllenbogen reported that the money will be turned over to the Muscular Dystrophy Association. bixty Minute Dry C eaners 2660 OKEECHOBEE ROAD 210 U.S. NO 1, N. P. 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Hj only 24 lbs. 60 sq. in. pirlure ONLY $7995 00 $ 228 12 PRICE $5-$10 m in ii ii '"j" 'Li'..1..."-'?" "'"""".""" in . 72 e Kimberley om msotewd u , "WM rf : fl beautiful CONTEMPORARY stylinq Big 23" diagonal picture, IT f I ilriC rnill 295 square inch viewing Model M920EWD area Beautiful contemporary styling AFC . . . automatic fine tuning control Beautiful contemporary styling Big 23" diagonal picture 295 square inch viewing area Pre-set line tuning VHF Convenient control center Built-in coaxial antenna terminal and transformer Color-minder controls BONUS COUPON FREE BLOUSE With purchase of every pair man-tailored slacks, bearer entitled to one Sale Blouse SLACKS $10.00 VaJustol6,00 Shop Early for best Selections Lay-A-Way for CHRISTMAS ALL SALES FINAL INSTA COLOR... picturn and sound are almost immediate Slide rule tuning UHF Color-minder controls Roll-a-round stand optional at extra cost mtm m Vt y Model M920EWD YOUR CHOICE APPLIANCES FURNITURE 100 FEDERAL KWY. 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