How to optimize product characteristics using computerized investigation techniques

Date of publication: September 1, 1989


The purpose of this paper is to illustrate the optimization of the mix for a consumer product in relation to its competitive frame. The paper is divided into different steps that utilize a concrete case to exemplify how the opportunity provided by the introduction of high-tech into marketing research can furnish solutions to concrete problems for the researcher and the manufacturer. This paper is structured into 3 parts: - The Company problem - The Research method and the model - A Research case history.

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