Resources Library by ANA

New product introduction based on pre-test market data

In this paper the current version of a pre-test market system will be described which is designed to perform a comprehensive analysis of individual choice, perception and preference data, offers different ways to compute market share estimates, takes...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Ingo Böckenholt, Wolfgang Gaul

October 26, 1987

Predicting market shares and competitive behaviour using samples of different markets

This paper deals with short-term forecasting of market shares using market share models. The predictive power of market share models is a subject that has received considerable attention in marketing literature. However, hardly any attention has been...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Karel Jan Alsem, Peter S.H. Leeflang, Jan C. Reuyl

October 26, 1987

The price audit

The Price Audit is a micro-analytic method for testing the effect of a change in price on a product’s market standing. Simple in theory and economical to put into practice, the method generates an impressive amount of data that enables one to...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Lawrence Katz, H. André Leon

October 26, 1987

A model to forecast the demand for a new telephone service

This paper describes a large-scale investment in a new business telephone exchange service, called Centrex, under consideration by British Telecom pic in the UK, and the work undertaken to forecast the effect of introducing the product.

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Peter Shewey, Mick Roberts, Paul Mullen

October 26, 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

Buyer behaviour and new product development

In this paper I discuss how this traditional process can be fruitfully reversed. We assume some target market share, and use our knowledge of the existing market to predict the new brand's penetration and repeat rates, share of requirements,...

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

Author: Andrew S. C. Ehrenberg

June 15, 1987

Market research for pricing and product positioning

This paper briefly reviews the different procedures currently used by market researchers to predict new product success. It then describes the price and positioning model currently being developed by The American Cyanamid Company in conjunction with...

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Authors: Lewis H. Knickerbocker, N. Nichols

Company: Maritz Research

June 15, 1987

The effects of rural component on opinion polls

Past studies have attempted the effect of various factors on the accuracy of opinion polls. In the area of pre-election poll alone researchers have studied the effects of question order (Crespi and Morris, 1984), late trend in voter preference (Day...

Catalogue: Seminar 1986: Opinion Polls

Author: J. Rajaretnam

Company: IMRB International

June 15, 1986