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| Field name | Value |
|---|---|
| Title | What are the habits and attitudes which cause a housewife to use regular coffee instead of instant… |
| Box Number | 63 |
| Report Number | 1370P.42 |
| Library | Hagley Museum and Library |
| Copyright | Hagley Museum and Library |
| Date | Find out more about this year |
| Document Type | Report |
| Industry | Food and Drink |
| Commissioned by | J. Walter Thompson Company |
| Conducted by | Institute for Motivational Research, Inc. |
| Place | Croton-on-Hudson, New York |
| Company | Go to Business Biographies |
| Brand | New York Times; Chase & Sanborn |
| Method | Focus Group; Interview; Test |
| Keywords | Go to Glossary |
| Language | English |
| Additional information |
Between 1961-1964, as part of an agreement with The New York Times, the Institute for Motivational Research, Inc. conducted a series of monthly consumer panel sessions with women readers of the newspaper. The subjects were asked to answer questions formulated by various advertising agencies with regards to the marketing and advertising of grocery products (i.e. package, price, company image, commercials and advertisements as well as the intrinsic qualities of the product itself). Following each workshop, the Institute prepared a confidential summary report for advertisers as well as public materials that placed the results of the study within the broad context of the market. Full title: What are the habits and attitudes which cause a housewife to use regular coffee instead of instant when she does (or instant instead of regular) and how do her feelings about brands of regular coffee influence her selection of instant coffee brands? |
| Document linked to |
What makes a woman pick up a package of any one of the four leading tea bag companies, rather than any other one? What is the major factor that induces shoppers to try a different brand of coffee? In view of the popularity of coffee at Horn & Hardart automats and restaurants… Coffee questionnaire What are some of the aspects which may be particularly liked and those that might be disliked in this new product (Teflon coated fiberglas coffee filter)? What carryover effect is there in the Horn & Hardart name on Horn & Hardart's packaged coffee? What are primary and secondary inconveniences and conveniences associated with the use of regular coffee? |