Estimating the market share, readers profile and important attributes of a newspaper

Date of publication: November 1, 1979

Author: Kemal Kurtulu

Abstract:

This paper tries to demonstrate how a marketing research project aids decision makers to improve the validity and reliability of their decisions. A survey was undertaken to find out the present and future levels of market share, the appropriate ratio of returned, "unsold", copies and the readers profile of the largest selling newspaper "Hurriyet" in Turkey. A simple descriptive model was chosen by utilizing the relationship between attitudes and behavior and the First Order Markovian Model to predict the future level of market shares.

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