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Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...
In this paper they report some of their research findings as they apply to the initial pricing of new products. They have used two techniques of research to expose consumers' price willingness in a number of markets.
I should like to talk about another long established piece of psychological ironmongery that seems to offer a possibility of measuring, in the field of commercial research, meaningful responses to sensory stimuli. This is the psychogalvano-meter, an...