Attitudes toward Marketing and Advertising by Interior Design Professionals

Abstract

This study was developed to determine interior design practitioners’ preferences regarding marketing efforts, and more specifically, advertising among professionals. The sample population of 497 was selected from the professional membership in six midwest chapters of the American Society of Interior Designers (ASID): one hundred forty–five valid surveys were returned. The survey instrument consisted of 33 questions focusing on aspects of marketing and advertising as well as demographic information. The data were summarized using the SPSS–X computer program. Significant differences between independent groups were determined using the Chi–square test. Firms in smaller towns, larger firms and commercial firms were more active in promoting themselves than firms in larger communities, small firms or residential–oriented firms. A majority of the respondents agreed that effective marketing by interior designers will provide the distinction necessary to survive in a field that is becoming more aggressive and competitive and that their efforts have increased in recent years.