Resources Library by ANA

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Rory P. Morgan, Julian R. Bond

June 15, 1988

Moving forward with innovative research technology

In this paper, the authors take as their theme the growth of new product development research technology, and in particular simulated test market modeling in the U.S.A. Emphasis is not placed on the various models themselves but on the uses and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: David Pring, Robert J. Burgess

June 15, 1988

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Raimund Wildner

Company: GfK

June 15, 1988

Theoretical and practical difficulties encountered in setting up a European data bank in the field of telecommunications

The European Commission asked the European Consultancy Organisation (ETCO) in 1986 to evaluate future demand for broadband telecommunications in order to be able to provide the requisite types of carrier services and infrastructures. The two...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Chantal Le Bras, Jerome Hervio

June 15, 1988

TESI

Testmarket simulation can be used to predict the market share of a new product before its market introduction and it can provide diagnostic information concerning the product design, packaging, pricing and advertising. This information enables the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Bernd Erichson, Karl-Ludwig Börtzler

June 15, 1988

Developing a volume estimation procedure for new agrichemicals

The Agrochemical division of Monsanto in Europe were looking to develop a means to evaluate their new herbicides in terms of their likely volume potential in the market. Research International was briefed to adapt a simulated test market procedure...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Dany Theunens, Stafford Crossman

June 15, 1988

Sales components as functions of advertising

In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Alain Pioche

Company: Nielsen

June 15, 1988

Forecasting the sales impact of new product improvement

This paper summaries the authors' experience in estimating the sales impact of product quality improvements, made to new products. The paper describes the manner in which a particular forecasting technique takes account of product evaluation in its...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Lynn Y.S. Lin, Stephen Factor

Company: Burke, Inc.

October 26, 1987

TESI

The paper is intended to explain the basic principles of TESI and to illustrate its scope of application and information. It will also be shown how test market simulation can be used to analyse existing markets, uncover the competitive relations...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Bernd Erichson

October 26, 1987