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Research papers

The use of experimental design in monitoring brand equity

Traditionally, attitude research has been done by surveys rather than experiments. In part, this is a function of management regarding experiments as risky; they want certainty. This is unfortunate because experiments permit direct observation of...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Joel N. Axelrod
June 15, 1992

Research papers

How to predict the sensitivity of demand to price

The purpose of this paper is to describe how a user can predict sensitivity of demand to price for consumer products. The trademarked name for the technique is $9.99 Price Testing. However, the technique itself is simply an application of classic...

Catalogue: ESOMAR Congress 1988
Author: Joel N. Axelrod
September 1, 1988