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Research papers

An empirical evaluation of some aggregation techniques and estimation algorithms in conjoint analysis

The paper discusses some technical problems of conjoint analysis. A commercial application, concerning consumers' preferences for a specific kind of credit account is described.

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Marcus Schmidt
October 26, 1987
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Citation

Schmidt, M. (1987a, October 26). An empirical evaluation of some aggregation techniques and estimation algorithms in conjoint analysis. ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/an-empirical-evaluation-of-some-aggregation-techniques-and-estimation-algorithms-in-conjoint-analysis


Research papers

Generalising a pricing effect

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...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Andrew S. C. Ehrenberg, Leonard R. England
October 26, 1987
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Citation

Ehrenberg and England (1987a, October 26). Generalising a pricing effect. ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/generalising-a-pricing-effect


Research papers

Predicting market shares and competitive behaviour using samples of different markets

This paper deals with short-term forecasting of market shares using market share models. The predictive power of market share models is a subject that has received considerable attention in marketing literature. However, hardly any attention has been...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Karel Jan Alsem, Peter S.H. Leeflang, Jan C. Reuyl
October 26, 1987
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Citation

Alsem, Leeflang and Reuyl (1987a, October 26). Predicting market shares and competitive behaviour using samples of different markets . ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/predicting-market-shares-and-competitive-behaviour-using-samples-of-different-markets-


Research papers

The price audit

The Price Audit is a micro-analytic method for testing the effect of a change in price on a product’s market standing. Simple in theory and economical to put into practice, the method generates an impressive amount of data that enables one to...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Lawrence Katz, H. André Leon
October 26, 1987
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Citation

Katz and Leon (1987a, October 26). The price audit. ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/the-price-audit


Research papers

TESI

The paper is intended to explain the basic principles of TESI and to illustrate its scope of application and information. It will also be shown how test market simulation can be used to analyse existing markets, uncover the competitive relations...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Bernd Erichson
October 26, 1987
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Citation

Erichson, B. (1987a, October 26). TESI. ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/tesi


Research papers

Brand/price trade-off

This paper concentrates on the Brand/Price Trade-Off (BPTO) modelling technique; how in the context of growing interest in price testing methods it evolved from earlier ad-hoc pricing work, and some of the problems that it helped to overcome. Since...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Rory P. Morgan
October 26, 1987
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Citation

Morgan, R. P. (1987a, October 26). Brand/price trade-off . ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/brand-price-trade-off-


Research papers

The measurement of perception and motivation

This paper discusses the measurement of perception and motivation, concentrating on two techniques used for this measurement task. Factor analysis has traditionally been used for the measurement of perception and motivation, while correspondence...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: John Rice
October 26, 1987
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Citation

Rice, J. (1987a, October 26). The measurement of perception and motivation . ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/the-measurement-of-perception-and-motivation-


Research papers

Conjoint analysis of consumer preferences toward purchasing competing services

A general model of consumer brand awareness, preference, and choice is presented in the first part of the paper. The model is applied to learn the destinations competing with Tirol, Austria, for 1988 winter holiday visitors. Open-ended unaided...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Hans Mühlbacher, Arch G. Woodside
October 26, 1987
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Citation

Mühlbacher and Woodside (1987a, October 26). Conjoint analysis of consumer preferences toward purchasing competing services . ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/conjoint-analysis-of-consumer-preferences-toward-purchasing-competing-services-


Research papers

A model to forecast the demand for a new telephone service

This paper describes a large-scale investment in a new business telephone exchange service, called Centrex, under consideration by British Telecom pic in the UK, and the work undertaken to forecast the effect of introducing the product.

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Peter Shewey, Mick Roberts, Paul Mullen
October 26, 1987
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Citation

Shewey, Roberts and Mullen (1987a, October 26). A model to forecast the demand for a new telephone service. ANA - ESOMAR. Retrieved December 17, 2025, from


https://ana.esomar.org/documents/a-model-to-forecast-the-demand-for-a-new-telephone-service