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Research papers

Comment on H. Hamre's paper

The usefulness of the Markov chains was of course discussed with the two speakers; they had actually adopted very different positions on that point.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Jean Quatresooz
November 1, 1968
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Citation

Quatresooz, J. (1968a, November 01). Comment on H. Hamre's paper. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/comment-on-h-hamre-s-paper


Research papers

An empirical approach to brand-switching

The number of people who buy two particular brands in a given time period does not depend on the brands as such but only on the numbers of people who buy each brand and on a general constant. The constant varies by product-field and by the length of...

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-585


Research papers

The application of stochastic processes by studying switches and stability

The aim of this work is ''building out" the simple Markovian model in a more realistic direction assuming that the time between sequencial purchases is variable. To study the complete relationship between "the marketing input variables" and brand...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Harald Hamre
November 1, 1968
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Citation

Hamre, H. (1968a, November 01). The application of stochastic processes by studying switches and stability. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/the-application-of-stochastic-processes-by-studying-switches-and-stability


Research papers

An empirical approach to brand-switching (Discussion)

One question which has been raised in the discussion is that of assessing a manufacturer's scope for launching an additional brand in a product-field instead of simply pushing his existing brand. This is in fact one of several kinds of practical...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Ehrenberg, A. S. (1968a, November 01). An empirical approach to brand-switching (Discussion). ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-discussion


Research papers

Measuring differing tasks in competitive advertising

The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Gerald de Groot
June 1, 1966
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Citation

de Groot, G. (1966a, June 01). Measuring differing tasks in competitive advertising. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/measuring-differing-tasks-in-competitive-advertising