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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 April 28, 2024, 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 April 28, 2024, 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 April 28, 2024, from


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


Research papers

What are the problems facing business firms?

During 1962, my company - The Paul PLANUS organisation - carried out a survey on a sample of one in a hundred French business firms. Interviews were conducted with 160 firms. The purpose of the survey was to obtain information on the problems facing...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Yves Fournis
August 1, 1967
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Citation

Fournis, Y. (1967a, August 01). What are the problems facing business firms?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-are-the-problems-facing-business-firms-


Research papers

Markets in Eastern Europe

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Berend H. Feddersen
August 1, 1967
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Citation

Feddersen, B. H. (1967a, August 01). Markets in Eastern Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/markets-in-eastern-europe


Research papers

Markets in Eastern Europe (German)

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Berend H. Feddersen
August 1, 1967
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Citation

Feddersen, B. H. (1967a, August 01). Markets in Eastern Europe (German). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/markets-in-eastern-europe-german-


Research papers

What are the problems facing business firms? (French)

During 1962, my company - The Paul PLANUS organisation - carried out a survey on a sample of one in a hundred French business firms. Interviews were conducted with 160 firms. The purpose of the survey was to obtain information on the problems facing...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Yves Fournis
August 1, 1967
×

Citation

Fournis, Y. (1967a, August 01). What are the problems facing business firms? (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-are-the-problems-facing-business-firms-french-


Research papers

Markov chain processes and applications to marketing research

The applications of mathematics in the development of sampling methods are generally well known and appreciated. However, mathematics is now engaged in other problem-solving roles which will be just as important to marketers in the future as sampling...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Solomon Dutka, Lester R. Frankel
June 15, 1962
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Citation

Dutka and Frankel (1962a, June 15). Markov chain processes and applications to marketing research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/markov-chain-processes-and-applications-to-marketing-research


Research papers

The estimation of the expected brand share of a new product

In the field of marketing, a prediction is only of value if it has a practical use and this is dependent upon the following concepts: 1.The suppositions underlying the prediction are clearly defined, and; 2. they are realistic. These points are well...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Authors: J. Baum, K. E. R. Dennis
June 15, 1961
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Citation

Baum and Dennis (1961a, June 15). The estimation of the expected brand share of a new product. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-estimation-of-the-expected-brand-share-of-a-new-product