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Research papers

Evaluating the impact of marketing mix variables on market shares

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however,...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand
October 8, 1987

Research papers

More efficiency in consumer panel analysis

During the last few years market researchers endeavoured to create a new approach of the consumer behaviour, for instance in the field of life style analysis or more generally of the attitudes of the consumer towards the product or its distribution....

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Yves Cousin, Yves Duranton, Isabelle Le Roy, Françoise Rostand
June 15, 1987

Research papers

The coverage rate of soluble coffee consumer panel

Our objective then is to determine whether consumer panels are truly representative of the market place for soluble coffee. To explain this low coverage, we looked closely to: 1) The kind of consumers sales that the panel was providing us. The kind...

Catalogue: Seminar 1982: The Effective Use Of Panels
Authors: Françoise Rostand, Nathalie Finaz
Company: Nestlé
June 15, 1982

Research papers

An experiment in building a marketing information system

In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it....

Catalogue: Seminar 1980: Information Systems In Action
Authors: Françoise Rostand, Marc Olive
June 15, 1980

Research papers

To a complete marketing information system

The information necessary for the marketing decision making is generally issued from many chronological and spatial independent systems. It is the case for SECODIP where we find several information systems consumer's panels, retailer panel,...

Catalogue: Seminar 1972: Panels
Author: Françoise Rostand
June 15, 1972