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An empirical approach to brand-switching

Date of publication: November 1, 1968

Catalogue: Seminar 1968: Operational Research In Marketing

Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg

Abstract:

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 the analysis-period, the correlation between buying any two brands being positive in relatively long periods and negative for shorter periods.

Gerald J. Goodhardt

Author

This is a long description of some author details.

Andrew S. C. Ehrenberg

Author

This is a long description of some author details.

Research Papers

Buyer behaviour and new product development

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Andrew S. C. Ehrenberg

 

June 15, 1987

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Citation

Ehrenberg, A. S. (1987a, June 15). Buyer behaviour and new product development. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/buyer-behaviour-and-new-product-development


Research Papers

Consumer purchasing patterns in successive time-periods

Catalogue: ESOMAR Congress 1966

Author: Gerald J. Goodhardt

 

September 1, 1966

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Citation

Goodhardt, G. J. (1966a, September 01). Consumer purchasing patterns in successive time-periods. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/consumer-purchasing-patterns-in-successive-time-periods


Research Papers

Loyalty reports

Catalogue: Seminar 1972: Panels

Author: Gerald J. Goodhardt

 

June 15, 1972

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Citation

Goodhardt, G. J. (1972a, June 15). Loyalty reports . ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/loyalty-reports-


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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/loyalty-reports-