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Research papers

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Joseph Willke
Company: Nielsen
September 22, 2002
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Citation

Willke, J. (2002a, September 22). The future of simulated test markets . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-future-of-simulated-test-markets-


Research papers

Internet testing

This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing. The research is significant because it demonstrates contrary to the...

Catalogue: ESOMAR Net Effects 1999
Authors: Joseph Willke, Christine Adams, Zara Girnius
Company: Nielsen
June 15, 1999
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Citation

Willke, Adams and Girnius (1999a, June 15). Internet testing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/internet-testing


Research papers

Brand proliferation and consumer purchasing

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Muriel Lecomte, Joseph Willke
Company: Nielsen
September 1, 1996
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Citation

Lecomte and Willke (1996a, September 01). Brand proliferation and consumer purchasing . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-proliferation-and-consumer-purchasing-