The use of conjoint analysis in forecasting and price elasticity for a new pharmaceutical entry

Date of publication: June 15, 1987


This paper presents a quantitative marketing research survey through the use of multivariate techniques to address several pre-launch issues of a new product. The main emphasis in the analysis is the use of the conjoint model to determine the actual market share potential of a new product against a defined market. The survey addressed other marketing issues such as product awareness, usage, psychographic segmentation, promotional emphasis, pricing and positioning. After identifying each potential market segment, the use of the conjoint model produced a market estimate that was significantly accurate to the actual market share 12 months after launch.

Mila C. Montemayor-Orr


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Research Papers

Research Papers

Research Papers

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