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Developing a volume estimation procedure for new agrichemicals

Date of publication: June 15, 1988

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Dany Theunens, Stafford Crossman

Abstract:

The Agrochemical division of Monsanto in Europe were looking to develop a means to evaluate their new herbicides in terms of their likely volume potential in the market. Research International was briefed to adapt a simulated test market procedure that had been developed for fast-moving consumer goods to the specific requirements of agrochemicals. MicroTest was therefore adapted to evaluate Azural, a new Monsanto brand planned for launch in France in the near future. From this research project volume estimates for the brand were made.

Dany Theunens

Author

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Stafford Crossman

Author

This is a long description of some author details.

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Theunens and Crossman (1988a, June 15). Developing a volume estimation procedure for new agrichemicals. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/finding-and-developing-new-talent