This paper discusses the use of âsimulation technology' (multimedia simulation systems) in marketing research for the publishing industry it starts from an investigation of the concept and the essential features of simulation and shows how modern technology has greatly enhanced its use as a tool of marketing research. The paper stresses the fundamental differences between marketing research for the publishing industry and more general research and shows why simulation technology is particularly recommended in this field. An illustration of (the Itaca research method adopted by the authorsâ institute is followed by more general observations on the importance of multimedia research systems in this industry. A case study illustrating the practical application of this research method to the new launch of a monthly maga/iue is then provided. Finally the authors briefly discuss what the future may hold.
Author: Leendert van Meerem
June 15, 1990
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