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| Tekijä: | Hujer, R. |
| Otsikko: | Preisfindung und optimale Marketingstrategien für neue pharmazeutische Produkte |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1996 : VOL. 48:3, p. 219-232 |
| Asiasana: | MARKETING STRATEGY PHARMACEUTICAL INDUSTRY LOGIT MODELS MODELS MICROECONOMICS |
| Kieli: | ger |
| Tiivistelmä: | The data basis of standard conjoint analysis are ratings or scores in order to compare different product profiles which should be successful on the market in future. The problem of the ratings-based, standard conjoint method is the link between ratings of scores and the forecasting of market potential for alternative new products. In this study we present modern microeconometric methods of discrete choice and censored regression models (Logit and Tobit models) which allow to directly model the decision of physicians to prescribe. The case study in the pharmacentical industry dealing with the problem of introduction a new product in the market shows that using a logit model we can compare alternative product profiles with regard to the extent of prescription probabilities and forecasting the range of prescribers. |
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