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Research papers

Forecasting without data a fool's dream?

This paper reviews many of the problems associated with forecasting in China, discusses alternatives to get round these problems and then reports a case history using a novel approach to forecast sales of a valuable but high cost drug in China.

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Mark Ahn, Colin N. Maitland
November 1, 1996

Research papers

A hard day's night

The purpose of this paper is to describe a new research approach which we have developed and used successfully in a number of countries in the last 18 months for answering these "knotty" problems. It is not suggested that this is an every-day...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Colin N. Maitland
June 15, 1986

Research papers

Me too and us

This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Colin N. Maitland
June 15, 1983

Research papers

Researching different promotional approaches

This paper attempts to describe: A) Different current approaches to promotional campaigns by multi-national pharmaceutical companies; B) Different approaches to researching these campaigns; C) A proposed method of research which minimises cost but...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research
Author: Colin N. Maitland
September 1, 1981

Research papers

Reducing promotion costs

The purpose of this paper is to show that frequently the biggest variables in the effectiveness of a communication campaign with doctors are the message and creative concept. It will attempt to show that heavy expenditure on a campaign does not...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Authors: Colin N. Maitland, J. Vanamali
June 15, 1979

Research papers


This presentation is not about research. It is about communication Not between companies and doctors but about communicating amongst ourselves. One reason for poor communication with doctors is because we are not good at communicating with each...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Authors: B. Haigh, M. Young, Colin N. Maitland
March 1, 1977

Research papers

The difficulties and practicalities of advertising testing amongst doctors

This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements....

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Colin N. Maitland
March 1, 1975