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Research papers

Loyalty reports

In this document we describe the basic structure of buyer behaviour for a certain frequently-bought branded product. The purpose is to illustrate, in terms of a real-life but coded example, the analysis of brand-switching, of heavy buyers, of...

Catalogue: Seminar 1972: Panels
Author: Gerald J. Goodhardt
June 15, 1972
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Citation

Goodhardt, G. J. (1972a, June 15). Loyalty reports . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/loyalty-reports-


Research papers

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Coen C. J. de Koning
June 15, 1971
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Citation

de Koning, C. C. (1971a, June 15). Panel observation on three specific forms of brand promotion . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/panel-observation-on-three-specific-forms-of-brand-promotion-


Research reports

Hall test on electric storage heaters for the central wagon group

During November 1970, CRAM was commissioned by Heatstore Ltd. to conduct 21 extended depth interviews with recent purchasers of electric storage heaters.These interviews were undertaken with respondents in the North East and North West of England;...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1970
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Citation

, C. (1970a, December 01). Hall test on electric storage heaters for the central wagon group. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/hall-test-on-electric-storage-heaters-for-the-central-wagon-group


Research reports

Survey of prefabricated garage owners for Stowe & Bowden

Two to three years ago, a company called 'Four Square' which manufactured and sold prefabricated garages at its showground in Middlewich was acquired byBatley Ltd. Since that time, however, the sales of the Four Square showground in Middlewich have...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1970
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Citation

, C. (1970a, September 01). Survey of prefabricated garage owners for Stowe & Bowden. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/survey-of-prefabricated-garage-owners-for-stowe-bowden


Research papers

Comment on A.S.C. Ehrenberg's paper

On the first place, it has to be said that the group members consider it as a jolly good idea to observe the purchasing habits over quite long periods of time instead of making conclusions based on elementary purchasing behaviour. But they regret...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Jean Quatresooz
November 1, 1968
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Citation

Quatresooz, J. (1968a, November 01). Comment on A.S.C. Ehrenberg's paper. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/comment-on-a-s-c-ehrenberg-s-paper


Research papers

Contribution of discussion to the papers of Mr. Ehrenberg and Mr. Hamre

The present stage you can characterise as initial stage of research work. In our opinion it will be necessary to use stochastic processes in the analysis of brand-switching.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Jurgen U. Lorenzi
November 1, 1968
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Citation

Lorenzi, J. U. (1968a, November 01). Contribution of discussion to the papers of Mr. Ehrenberg and Mr. Hamre. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/contribution-of-discussion-to-the-papers-of-mr-ehrenberg-and-mr-hamre


Research papers

Comment on H. Hamre's paper

The usefulness of the Markov chains was of course discussed with the two speakers; they had actually adopted very different positions on that point.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Jean Quatresooz
November 1, 1968
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Citation

Quatresooz, J. (1968a, November 01). Comment on H. Hamre's paper. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/comment-on-h-hamre-s-paper


Research papers

An empirical approach to brand-switching

The number of people who buy two particular brands in a given time period does not depend on the brands as such but only on the numbers of people who buy each brand and on a general constant. The constant varies by product-field and by the length of...

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-585


Research papers

The application of stochastic processes by studying switches and stability

The aim of this work is ''building out" the simple Markovian model in a more realistic direction assuming that the time between sequencial purchases is variable. To study the complete relationship between "the marketing input variables" and brand...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Harald Hamre
November 1, 1968
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Citation

Hamre, H. (1968a, November 01). The application of stochastic processes by studying switches and stability. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-application-of-stochastic-processes-by-studying-switches-and-stability