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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 27, 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 27, 2024, from


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