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Research papers

If only life was so simple!

This paper discusses the complex issue of price sensitivity analysis. The authors argue that the most effective method, currently available, of evaluating optimum pricing for established brands is conjoint analysis or trade off. The paper brings...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Stephen Factor, Gilles Hustaix
Company: Burke, Inc.
June 15, 1991

Research papers

The phoenix rises from the ashes

This paper describes a major research programme undertaken by BISCUITERIE NANTAISE and BURKE MARKETING. It’s primary objective was to develop a modified mix for BN biscuit that would stop declining sales, and rebuild share and volume. Objectives...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Gilles Hustaix, Carmin Alberti, François Gaschignard
September 1, 1990

Research papers

Our experiences of forecasting non-fast moving consumer goods products & services

Forecasting new Fast-Moving Consumer Goods (FMCG) sales potential prior to test market has been available, and quite successful for twenty -20 years. During the past eight years, much effort has been devoted to duplicating the forecasting success...

Catalogue: ESOMAR Congress 1989
Authors: Gilles Hustaix, Lynn Y.S. Lin
Company: Burke, Inc.
September 1, 1989