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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

Research papers

Trade research

Trade research is a collective term for a series of specially developed techniques serving the needs and objectives of marketing management at the various stages of the distribution network. Just as the elementary methods of consumer research have...

Catalogue: Consumer Market Research Handbook
Authors: Gill Welch, Brian C. Pymont
August 1, 1986

Research papers

The state of new product research in Europe

This paper is an assessment of the state of new product research in Europe seen through the eyes of a director of an agency supplying research services in the European market. The author starts with some qualifying remarks as to the validity of the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Brian C. Pymont
March 1, 1979

Research papers

Towards the elimination of risk from investment in new products

This paper sets out to show how a technique which was originally developed simply as a means of eliminating the fundamentally unacceptable product before it incurred substantial losses in test market, has shown itself to be capable of much more. The...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: D. Reay, Brian C. Pymont, Patrick G. M. Standen
September 1, 1976

Research papers

Manufacturer-retailer interface

A manufacturer who is aware of each Multiple's company philosophy is in a good position to present new products in the light of that knowledge, and to emphasise those aspects that will most readily attract a favourable response. But a company...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Authors: Richard A. Westwood, John Palmer, Brian C. Pymont
August 1, 1975

Research papers

The application of panel analysis to marketing activity

The advantages of consumer panel data therefore extend way beyond its ability to provide comprehensive brand share data where other methods suffer from Inadequate coverage, to tell us something about the numbers of people buying as well as the...

Catalogue: Seminar 1972: Panels
Author: Brian C. Pymont
June 15, 1972

Research papers

The development and application of a new micro market testing technique

The paper describes the development and application of a new technique designed to expose a new product to test market type evaluation - in particular the crucial repeat buying factor - at the sort of cost involved in a product test. The technique...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Brian C. Pymont
September 1, 1970