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Research papers

Linking brand imagery with preference

This paper discusses the relevance of brand image measurement to the current marketing role, and the importance of perfecting suitable measures and analysis procedures for different markets. It is argued that many of the conventional approaches can...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Rory P. Morgan
June 15, 1998
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Citation

Morgan, R. P. (1998a, June 15). Linking brand imagery with preference. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/linking-brand-imagery-with-preference


Research papers

Research in the 90's

The need exists to bring the individual back into the forefront of research, whether qualitative or quantitative. It is predicted that in the ’90’s, the mean score and the group discussion will decline in prevalence & disaggregated data...

Catalogue: ESOMAR Congress 1988
Authors: Michael M. Roe, Rory P. Morgan
September 1, 1988
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Citation

Roe and Morgan (1988a, September 01). Research in the 90's. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/research-in-the-90-s


Research papers

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Rory P. Morgan, Julian R. Bond
June 15, 1988
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Citation

Morgan and Bond (1988a, June 15). The need for the integration of market potential and pricing micro-models. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/the-need-for-the-integration-of-market-potential-and-pricing-micro-models


Research papers

Brand/price trade-off

This paper concentrates on the Brand/Price Trade-Off (BPTO) modelling technique; how in the context of growing interest in price testing methods it evolved from earlier ad-hoc pricing work, and some of the problems that it helped to overcome. Since...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Rory P. Morgan
October 26, 1987
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Citation

Morgan, R. P. (1987a, October 26). Brand/price trade-off . ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/brand-price-trade-off-


Research papers

The application of micro-modelling to predicting total market mix potential

In this paper, following a review of the historical development of research methods for predicting volume sales and brand shares of new products, a new model (MicroTest) is described which uses information gathered in a concept/product test for...

Catalogue: ESOMAR Congress 1987
Authors: Rory P. Morgan, Brian C. Pymont, Julian R. Bond
September 1, 1987
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Citation

Morgan, Pymont and Bond (1987a, September 01). The application of micro-modelling to predicting total market mix potential. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/the-application-of-micro-modelling-to-predicting-total-market-mix-potential