Abstract:

The paper argues the flexibility and versatility of this approach to modelling in terms of scale, scope, type of marketing problem and type of product field. Six case histories are cited, ranging from a simple use of Trade Off as an input to a quantitative exploratory project, to a comprehensive project incorporating a full repertoire of modelling technology. Emphasis is placed upon the cost effectiveness of micro- behavioural modelling, in that, irrespective of the size or complexity of the project in question, maximum use is made of the data collected, which can be re-worked time and again on computer simulation runs.