Abstract:
Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we present the case history of this model showing how it has been used as a basis for management decision making, placing special emphasis on how the model building was achieved.
Research Papers
Pricing new products at better value for money
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Jean-Paul Frappa, Yves Marbeau
 
June 15, 1982
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Brand choice modelling
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
 
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Research Papers
Public policy and consumer information
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean-Philippe Faivre
Company: Burke, Inc.
September 1, 1976
