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Research papers

When market estimation goes astray

This paper examines the magnitude and key drivers behind purchase intent or adoption over-estimation across three different technology product categories. Overestimation (as a behavioral projection of slightly better known problems such as approval...

Catalogue: ESOMAR Conference on Digital Futures 2005
Authors: Tânia Hojo, Fabián Echegaray, Adriana Cordeiro
Company: Market Analysis
March 1, 2005
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Citation

Hojo, Echegaray and Cordeiro (2005a, March 01). When market estimation goes astray. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/when-market-estimation-goes-astray