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Research papers

Neural marketing

Developments in a variety of disciplines have provided the necessary components to assemble a system of artificial intelligence available for use in formulating marketing strategy. Based on artificial intelligence neural networks, the concept of...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Bruce Grey Tedesco
September 1, 1992
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Citation

Tedesco, B. G. (1992a, September 01). Neural marketing . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/neural-marketing-


Research papers

Marketing decision-making using knowledge-based systems

Knowledge-based systems (KBS), a branch of artificial intelligence, are designed to replicate the functions performed by a human expert. They enable a user to consult a computer system as he/she would consult an expert advisor to figure out how to...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Pirkko Walden, Malin Brännback
June 15, 1992
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Citation

Walden and Brännback (1992a, June 15). Marketing decision-making using knowledge-based systems. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/marketing-decision-making-using-knowledge-based-systems


Research papers

Taking the long view in new product introduction

The central thesis of this paper is that a perspective is needed in introducing new products and services in "hot areas" such as high technology. Artificial Intelligence has been around since the mid-1950s, but has remained largely an academic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Leland Teschler, Andrew C. Gross, Robert D. Hisrich
September 1, 1990
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Citation

Teschler, Gross and Hisrich (1990a, September 01). Taking the long view in new product introduction. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/taking-the-long-view-in-new-product-introduction


Research papers

The application of micro-modelling to predicting total market mix potential

In this paper, following a review of the historical development of research methods for predicting volume sales and brand shares of new products, a new model (MicroTest) is described which uses information gathered in a concept/product test for...

Catalogue: ESOMAR Congress 1987
Authors: Rory P. Morgan, Brian C. Pymont, Julian R. Bond
September 1, 1987
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Citation

Morgan, Pymont and Bond (1987a, September 01). The application of micro-modelling to predicting total market mix potential. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-application-of-micro-modelling-to-predicting-total-market-mix-potential


Research papers

Artificial intelligence and expert systems

The authors propose to identify reasons for the apparent lack of Marketing Research applications. Examples of areas where AI and ES could contribute to increase considerably the efficiency of Marketing Research will then be developed. Finally, the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Juergen Schwoerer, Jean-Paul Frappa
June 15, 1986
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Citation

Schwoerer and Frappa (1986a, June 15). Artificial intelligence and expert systems. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/artificial-intelligence-and-expert-systems