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The baptism of the trade off model in Europe

Date of publication: September 1, 1974

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Dick Westwood, Peter J. Hayes

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.

Dick Westwood

Author

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Peter J. Hayes

Author

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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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Citation

Frappa and Marbeau (1982a, June 15). Pricing new products at better value for money. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/pricing-new-products-at-better-value-for-money


Research Papers

Brand choice modelling

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

 

June 15, 1998

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Citation

Greig, I. D. (1998a, June 15). Brand choice modelling. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/brand-choice-modelling


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

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Citation

Faivre, J. (1976a, September 01). Public policy and consumer information . ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/public-policy-and-consumer-information-


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Citation

Westwood and Hayes (1974a, September 01). The baptism of the trade off model in Europe . ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/public-policy-and-consumer-information-