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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

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Research Papers

Brand/price trade-off

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Rory P. Morgan

 

October 26, 1987

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Citation

Morgan, R. P. (1987a, October 26). Brand/price trade-off . ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/brand-price-trade-off-


Research Papers

An exercise in trade-off

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: John R. Lawford

 

September 1, 1976

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Citation

Lawford, J. R. (1976a, September 01). An exercise in trade-off. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/an-exercise-in-trade-off


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The effects of trade development on marketing in the Nineties

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Gunter Redwitz

Company: GfK

June 15, 1992

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Citation

Redwitz, G. (1992a, June 15). The effects of trade development on marketing in the Nineties. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/the-effects-of-trade-development-on-marketing-in-the-nineties


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Citation

Westwood and Hayes (1974a, September 01). The baptism of the trade off model in Europe . ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/the-effects-of-trade-development-on-marketing-in-the-nineties