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Research papers

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Rory P. Morgan, Julian R. Bond
June 15, 1988
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Citation

Morgan and Bond (1988a, June 15). The need for the integration of market potential and pricing micro-models. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-need-for-the-integration-of-market-potential-and-pricing-micro-models


Research papers

Brand/price trade-off

This paper concentrates on the Brand/Price Trade-Off (BPTO) modelling technique; how in the context of growing interest in price testing methods it evolved from earlier ad-hoc pricing work, and some of the problems that it helped to overcome. Since...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Rory P. Morgan
October 26, 1987
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Citation

Morgan, R. P. (1987a, October 26). Brand/price trade-off . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brand-price-trade-off-