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Research papers

What I expect from my research department

What I would want from my Research Department is by definition dictated by what my company expects from market/consumer research. The key words in this respect are:- relevant- reliable- valid- cost effective research on the right time.

Catalogue: ESOMAR Congress 1989
Author: J. Ben F. Morel
Company: Unilever
September 1, 1989

Research papers

Test marketing and simulation

The key elements to measure in a test market are: - awareness; - penetration; - repeat buying rate; - distribution. The repeat buying rate being most essential: - Standard (full-size) test markets will survive, but in a different role. It will be an...

Catalogue: Seminar 1979: New Product Development
Author: J. Ben F. Morel
October 1, 1979