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Research papers

The baptism of the trade off model in Europe

Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Dick Westwood, Peter J. Hayes
September 1, 1974
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Citation

Westwood and Hayes (1974a, September 01). The baptism of the trade off model in Europe . ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/the-baptism-of-the-trade-off-model-in-europe-