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Research papers

Positioning of the (agrochemicals) marketing research manager in an international company

This paper, which is a personal view intended to stimulate debate, starts with the premise that any consideration of the positioning and role of the agrochemical marketing research manager in a diversified international company cannot be isolated...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe
Author: Ian Donald Farquharson
Company: Shell Global
June 15, 1985
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Citation

Farquharson , I. D. (1985a, June 15). Positioning of the (agrochemicals) marketing research manager in an international company. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/positioning-of-the-agrochemicals-marketing-research-manager-in-an-international-company


Case studies

The use of criteria rating and customer role play as an aid to problem definition

A multi-disciplinary group was asked to place itself in the position of each customer class and, without reference to the candidate product, derive a list of criteria by which they would judge the value of a chemical mower. They were then asked,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Ian Donald Farquharson
Company: Shell Global
June 15, 1984
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Citation

Farquharson , I. D. (1984a, June 15). The use of criteria rating and customer role play as an aid to problem definition. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-criteria-rating-and-customer-role-play-as-an-aid-to-problem-definition