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Generalising a pricing effect

Date of publication: October 26, 1987

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Andrew S. C. Ehrenberg, Leonard R. England

Abstract:

The purpose of this contribution to our seminar on modelling is to make two points: 1. There is usually little point in modelling something if we do not know what it is; 2. Developing the required empirically-based generalisations in marketing is both possible and essential. To illustrate, we summarise an experimental study on pricing carried out in the UK in 1986. Our aim was to establish whether the sales response to a given price change would generalise.

Andrew S. C. Ehrenberg

Author

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Leonard R. England

Author

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Citation

Ehrenberg and England (1987a, October 26). Generalising a pricing effect. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/pricing-research-what-should-we-actually-remeasuring-