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Research papers

Computer-assisted decision analysis for better product designing and pricing

Product designing and pricing are two of the most important marketing decisions. Test marketing is one strategy to get better informations to evaluate the referent alternatives. Pre-test marketing evaluation is another research strategy which becomes...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Franz Böcker
June 15, 1988
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Citation

Böcker, F. (1988a, June 15). Computer-assisted decision analysis for better product designing and pricing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/computer-assisted-decision-analysis-for-better-product-designing-and-pricing


Research papers

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
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Citation

Theunens and Crossman (1988a, June 15). Developing a volume estimation procedure for new agrichemicals. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/developing-a-volume-estimation-procedure-for-new-agrichemicals


Research papers

Summing up and a look into the future from a manufacturer’s point of view

I have been asked to sum up the learnings of this session and to provide some feedback to the presenting institutes on the future perspectives of the various instruments designed for testing marketing alternatives.

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Irene Reuter
Company: Procter & Gamble
June 15, 1988
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Citation

Reuter, I. (1988a, June 15). Summing up and a look into the future from a manufacturer’s point of view. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/summing-up-and-a-look-into-the-future-from-a-manufacturer-s-point-of-view


Research papers

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
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Citation

Pioche, A. (1988a, June 15). Sales components as functions of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/sales-components-as-functions-of-advertising