A research approach is presented for situations in which a market planner must forecast product demand at alternative price levels, but where historical market data are irrelevant. An empirical study, in the telephone market, is presented to illustrate and demonstrate the effectiveness of the approach.
Get full access to this article
View all access options for this article.
References
1.
AddlemanSidney (1962), “Orthogonal Main Effects Plans for Asymmetrical Factorial Experiments,”Technometrics, 4(February), 21–46.
2.
BassFrank (1969), “A New Product Growth Model for Consumer Durables,”Management Science, 15(January), 215–227.
3.
BlackburnJoseph, and ClancyKevin (1982), “Litmus: A New Product Planning Model,” in Marketing Planning Models, ZoltnersA. A., ed., North Holland Publishing Co., TIMS/Studies in the Management Sciences, 18, 43–61.
4.
MahajanV., GreenP., and GoldbergS. (1982), “A Conjoint Model for Measuring Self- and Cross-Price Demand Relationships,”Journal of Marketing Research, 19(August), 334–342.
5.
McAlisterLeigh (1979), “Choosing Multiple Items from a Product Class,”Journal of Consumer Research, 6(December), 213–224.
