Resources Library by ANA

Forecasting the sales impact of new product improvement

This paper summaries the authors' experience in estimating the sales impact of product quality improvements, made to new products. The paper describes the manner in which a particular forecasting technique takes account of product evaluation in its...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Lynn Y.S. Lin, Stephen Factor

Company: Burke, Inc.

October 26, 1987

A comparison of conjoint and logit modelling of a single consumer's evaluation of a choice set

This paper compares conjoint and logit modeling approaches/ when input data is a complete rank ordering of the concepts in a full factorial design, and when input data is a rating scale (i.e. an ordered categorisation) of the concepts in a full...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Hans S. Solgaard

October 26, 1987

The ADTRAC model for advertising tracking

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky

October 26, 1987

Analysing family purchasing for better media planning

Many consumer decisions are based on evaluation processes within families with many persons involved. Up to today, this multi-person character of most decisions concerning durables has not been taken into consideration adequately. In addition to that...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Franz Böcker, Walter Hubel

Company: GfK

October 26, 1987

New product introduction based on pre-test market data

In this paper the current version of a pre-test market system will be described which is designed to perform a comprehensive analysis of individual choice, perception and preference data, offers different ways to compute market share estimates, takes...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Ingo Böckenholt, Wolfgang Gaul

October 26, 1987

Promotional pricing effects

This paper is concerned with promotional pricing. It is studied in the context of a major consumer products category in the Canadian Market using electronic diary data. Price effects on several brands are shown. One brand is analysed in greater...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Robert L. Day, Roger M. Heeler

October 26, 1987

Message power and marketing strategy simulations

A micro-behavioral marketing model provides the conceptual framework to explain free choice decision making among consumers who purchase our products or services. Since it is a micro model, it portrays the decision making of each individual...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: August P. Hess

October 26, 1987

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

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