In consumer markets, predictions of the demand for new products are often made using intention surveys. The applications of intention surveys on industrial markets, however, are rather limited. This study shows, how an intention survey can be applied to predict the effects of a new entrant into an industrial market. Predictions are made of advertising expenditures in the Netherlands after the introduction of private broadcasting.
Authors: Peter S.H. Leeflang, Michel Wedel
June 15, 1993
Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Peter S.H. Leeflang, A. J. Olivier
September 1, 1980
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