Methodological considerations regarding marketing research for consumer durable goods

Date of publication: June 15, 1955

Abstract:

Forecasts for the demand for durable goods have been attempt- ed both by national economists, managerial economists and sample survey experts. Different methods have been tried with varying success. The national economists in trying to forecast the total demand for a certain commodity usually stick to their macroeconomic methods by analysing input and output, national income and different kinds of price and income elasticities. I will do this by analysing some of the factors that must be included in theoretical models and by demonstrating how such a model can be utilized for marketing research for electric washing machines.

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