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Research papers

An assessment of micro-behavioural modelling and its cost effectiveness

The paper argues the flexibility and versatility of this approach to modelling in terms of scale, scope, type of marketing problem and type of product field. Six case histories are cited, ranging from a simple use of Trade Off as an input to a...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: M. M. Blackston, J. A. Lunn
September 1, 1978

Research papers

Researching the changing consumer

Society is undergoing a number of fundamental changes which are central to marketing and advertising strategies, especially those of a medium and long term nature. This paper outlines some research issues involved in measuring social change, and...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: E. S. Baldwin, J. A. Lunn
September 1, 1972

Research papers

Classifying consumers in the 1970s

Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection...

Catalogue: Seminar 1972: Segmentation And Typology
Author: J. A. Lunn
June 15, 1972

Research papers

A review of consumer decision process models

The purpose of this paper is to review the current position in buyer behaviour theory, with particular reference to an approach that is gaining increasing popularity, and which places major emphasis upon consumer decision processes. The paper is in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: J. A. Lunn
June 15, 1971

Research papers

Attitudes and behaviour in consumer research

The purpose of this paper is to provide an overview of the current position in consumer attitude research, with particular reference to the attitude-behaviour controversy. This is a formidable objective for a thirty minute paper, given the wide range...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: J. A. Lunn
February 11, 1970

Research papers

Recent developments in market segmentation

Market segmentation is a diffuse topic, embracing a wide range of issues. This paper discusses a number of these that have arisen in work carried out by the author during recent years. She main theme of the paper is the need to preserve a flexible...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: J. A. Lunn
June 15, 1969