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Research papers

Conjoint analysis of consumer preferences toward purchasing competing services

A general model of consumer brand awareness, preference, and choice is presented in the first part of the paper. The model is applied to learn the destinations competing with Tirol, Austria, for 1988 winter holiday visitors. Open-ended unaided...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Hans Mühlbacher, Arch G. Woodside
October 26, 1987

Research papers

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

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...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: Mila C. Montemayor-Orr
June 15, 1987

Research papers

Dutch savings bank on their way to a national identity

At present there are 35 wholly independent Spaarbanken in the Netherlands. "Spaarbanken" mean savings banks, but in this case the stress is laid upon the name "Spaarbanken" and therefore we will keep using this name in our paper.) In spite of several...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Evert W. H. Lammers
June 15, 1986

Research papers

Stated preference microsimulation models from qualitative inputs to estimate market shares in intercity travel

This paper describes a recently developed method for predicting market shares of products in a competitive market from qualitative judgements of a small sample of respondents. This "conjoint choice approach" is an extension of traditional conjoint...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Michael Beswick, Robert J. Sheldon, Eric P. Kroes
June 15, 1986

Research papers

TV's use of regular polls

This is a report about the use of polls on television at CBS News. A brief history traces the acceptance of polls during the early days of television in political and public affairs broadcasts. Polls began as an important source of information for...

Catalogue: Seminar 1986: Opinion Polls
Author: Warren Mitofsky
June 15, 1986

Research papers

Research opportunities through technology

The use of technology has spawned opportunity rather than hindered the growth of researchers. A chain reaction of opportunities can originate from a handful of advancements. From my own experience at M/A/R/C and visiting other researchers, let me...

Catalogue: Seminar 1984: Are Interviewers Obsolete?
Author: George H. Harmon
June 15, 1984

Research papers

Optimizing the product line

This paper introduces - necessarily briefly - OPAS, a system to optimise products and assortments. Basically, two parts can be distinguished. The first part consists of all models related to data collection and conjoint measurement, resulting in an...

Catalogue: Seminar 1983: New Product Development
Author: Rob R. van den Heuvel
November 2, 1983

Research papers

Pricing new products at better value for money

In today's tough environment, the pricing decision for a new product has become more essential for future profitability and also more difficult to make. Market Research can help on two key issues, dealing with new products under development : Price...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Jean-Paul Frappa, Yves Marbeau
June 15, 1982

Research papers

The measurement of attribute importance for industrial products

Market segmentation is one of these concepts that can also be applied to industrial buying behaviour. In this connection one basically has a choice between either using a priori defined segments or finding the biases of consumer segmentation in a set...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Rob R. van den Heuvel
October 1, 1981