Resources Library by ANA

Abbreviated simulated test markets as advertising pretesting tools (German)

Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...

Catalogue: ESOMAR Congress 1987

Author: Jörg Rehorn

September 1, 1987

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

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987

Author: Anja Schweiker

Company: Burke, Inc.

September 1, 1987

Supporting marketing decisions by forecasting and simulation based on panel data

The case study will show how consumer panel data are integrated into a consumer-oriented marketing model, how hypotheses on consumer's reaction can be checked and how different pricing strategies can be simulated.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Rudolf Lewandowski, R. Otterpohl

June 15, 1987

Forecasting new over-the-counter drug sales at various price levels

In this paper, several case examples, including several new self-diagnosed test products are presented. Detailed description of the pre-test market procedure, including the use of either printed concept material or TV commercial with product trial...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: Lynn Y.S. Lin

Company: Burke, Inc.

June 15, 1987

GFK behavior scan

The dilemma of ceteris-paribus-tests and decisions is demonstrated. The classical solution, the regional test market, offers only unsatisfactory results. The requirements of a timely instrument, which can test the total marketing-mix, are more...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Wolfgang Twardawa, Peter Missner

Company: GfK

June 15, 1987

The use of micro-simulation models in the development and positioning of new and existing pharmaceutical and O.T.C. products

The objective of this paper is to explain the use of micro- simulation models in different types of marketing problems. When and how should they be used, what are the practical requirements of such surveys and what sort of solutions to marketing...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: Ingrid Leyssens

Company: Marplan Forschungsgesellschaft mbH

June 15, 1987

How extra strong research helped launch extra strong teabags

The research programme was valuable in two main respects. First, it was early experience of a simulated test market in the region which helped in making a launch/no launch decision. In the event the major parameters predicted by the LOCATOR test were...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Janet Katz, Charles A. Rhodes

Company: MEMRB

June 15, 1987

Stated preference microsimulation models from qualitative inputs to estimate market shares in intercity travel

This paper describes a recently developed method for predicting market shares of products in a competitive market from qualitative judgements of a small sample of respondents. This "conjoint choice approach" is an extension of traditional conjoint...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Michael Beswick, Robert J. Sheldon, Eric P. Kroes

June 15, 1986