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Research papers

General Comment (Group no.1)

I think this has been a most interesting Seminar because it has brought together people who are approaching this area of Operational Research in Marketing from a number of different directions, or with a number of different objectives.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: John Davis
November 1, 1968
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Citation

Davis, J. (1968a, November 01). General Comment (Group no.1). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/general-comment-607


Research papers

Comment on H. Hamre's paper

The usefulness of the Markov chains was of course discussed with the two speakers; they had actually adopted very different positions on that point.

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

Quatresooz, J. (1968a, November 01). Comment on H. Hamre's paper. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/comment-on-h-hamre-s-paper


Research papers

Multi-dimensional analysis of propensity to purchase

Propensity to purchase is defined as the probability of the occurrence of an event. An attempt is made to show that this probability is determinable and to a great extent without any need to rely on verbal statements, with their shortcomings of...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Herbert Steiner
November 1, 1968
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Citation

Steiner, H. (1968a, November 01). Multi-dimensional analysis of propensity to purchase. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/multi-dimensional-analysis-of-propensity-to-purchase


Research papers

A corporate financial model

The factors entering into the financial planning of a large corporation are manifestly intricate, and even in the few instances in which the long term objectives are unambiguously defined it is rarely easy to see how these can be attained. In some...

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: B. E. Baldrey, K. S. Feldman, B. Athorne, R. Wilson
November 1, 1968
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Citation

Baldrey, Feldman, Athorne and Wilson (1968a, November 01). A corporate financial model. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/a-corporate-financial-model


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 December 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 December 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 December 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 December 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 December 02, 2025, from


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