search query: @author Collins, B. / total: 6
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| Author: | Parfitt, J. Collins, B. |
| Title: | The use of consumer panels for brand share prediction |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 341-368 |
| Index terms: | MARKETING RESEARCH CONSUMER PANELS |
| Language: | eng |
| Abstract: | The original Brand Share Prediction paper was presented at the 1967 MRS Conference. Apart from one or two questions at the end of the paper on minor detail it produced no discussion. Indeed it could have been said to have landed like a lead balloon. The paper was in effect a discussion of the wider prediction possibilities drawn from a dozen or so case histories each of which was for its client a novel answer to a universal marketing problem. The brand is doing allright now but how is it going to end up? (Or variants of this). |
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