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Research papers

An empirical approach to brand-switching

The number of people who buy two particular brands in a given time period does not depend on the brands as such but only on the numbers of people who buy each brand and on a general constant. The constant varies by product-field and by the length of...

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-585


Research papers

Comment On A.S.C. Ehrenberg & G. J. Goodhardt, H. Hamre's papers

The two approaches had been introduced as alternatives. As such, the group agreed with Ehrenberg & Goodhardt's approach. They did, so on purely practical grounds . The crucial drawback seen in Hamre's approach was that the number of constants or...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Charles W. Clunies-Ross
November 1, 1968
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Citation

Clunies-Ross, C. W. (1968a, November 01). Comment On A.S.C. Ehrenberg & G. J. Goodhardt, H. Hamre's papers. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/comment-on-a-s-c-ehrenberg-g-j-goodhardt-h-hamre-s-papers


Research papers

The resolution of problems of typology by the process known as "synthese dimensionnelle"

Two concepts of vectorial algebra serve as the bases of the "Synthese Dimensionnelle" process: 1. The concept of the POINT, of the space of points which is the affine of an N-dimensional vectorial space, for the representation of multidimensional...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Jean Francois Canguilhem
November 1, 1968
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Citation

Canguilhem, J. F. (1968a, November 01). The resolution of problems of typology by the process known as "synthese dimensionnelle". ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-resolution-of-problems-of-typology-by-the-process-known-as-synthese-dimensionnelle-


Research papers

The application of stochastic processes by studying switches and stability

The aim of this work is ''building out" the simple Markovian model in a more realistic direction assuming that the time between sequencial purchases is variable. To study the complete relationship between "the marketing input variables" and brand...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Harald Hamre
November 1, 1968
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Citation

Hamre, H. (1968a, November 01). The application of stochastic processes by studying switches and stability. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-application-of-stochastic-processes-by-studying-switches-and-stability


Research papers

An empirical approach to brand-switching (Discussion)

One question which has been raised in the discussion is that of assessing a manufacturer's scope for launching an additional brand in a product-field instead of simply pushing his existing brand. This is in fact one of several kinds of practical...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Ehrenberg, A. S. (1968a, November 01). An empirical approach to brand-switching (Discussion). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-discussion


Research papers

Comment on B. Baldrey's paper

This model is purely a financial one. To give the inputs the different departments of the company must have their own models. The advantage of the corporate financial model is to make the different departments aware of the necessity of computing the...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Pierre Cavalieros
November 1, 1968
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Citation

Cavalieros, P. (1968a, November 01). Comment on B. Baldrey's paper. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/comment-on-b-baldrey-s-paper


Research papers

Comment on Dr. H. Steiner's paper

The group discounted to a large extent the theoretical aspects of the paper. The general line and thoroughness of the analysis was endorsed as relevant and practical. Correspondingly the distinction between descriptives versus function status of the...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Charles W. Clunies-Ross
November 1, 1968
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Citation

Clunies-Ross, C. W. (1968a, November 01). Comment on Dr. H. Steiner's paper. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/comment-on-dr-h-steiner-s-paper-592


Research papers

Typological analysis

Typological analysis is a very general method with a wide range of very different applications. It can be used for any study of the general form described in the introduction to this note. We have already applied it to marketing and town-planning...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: H. Bergoni
November 1, 1968
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Citation

Bergoni, H. (1968a, November 01). Typological analysis. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/typological-analysis


Research papers

Comment on G. K. Randall and J. F. Farmer's paper

This paper was presented and seen as two parts: a broad and intriguing first part followed by a highly specific sub-model. The group was not concerned to make spontaneous suggestions as to the treatment of the open ended topics in the first part but...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Charles W. Clunies-Ross
November 1, 1968
×

Citation

Clunies-Ross, C. W. (1968a, November 01). Comment on G. K. Randall and J. F. Farmer's paper. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/comment-on-g-k-randall-and-j-f-farmer-s-paper