ESOMARâs mission is to promote the use of opinion and marketing research, for improving decision making in business and society, worldwide. This Handbook aims to promote the highest technical and ethical standards and, by doing so, builds on the vision of ESOMARâs founders.
The authors propose to identify reasons for the apparent lack of Marketing Research applications. Examples of areas where AI and ES could contribute to increase considerably the efficiency of Marketing Research will then be developed. Finally, the requirements for successful implementation will be examined from the potential user's point of view.
This paper is addressing STMs from the users point-of-view; it starts working out which are the similarities and which are the important differences between the models. Two main types of models are then compared in more detail, and the paper ends with an outlook on the future of STMs.
In this paper, I shall discuss an alternative approach which, although developed in the early fifties, has only recently been applied for the development of consumer goods and which is based on Response Surface Methodology (RSM) and the use of Magnitude Estimation Scales (MES).