With the increased importance of bringing successful new products to the marketplace, it is critical that research techniques to provide a timely indication of progress be developed. This article discusses such a technique using data from a consumer diary panel.
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References
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ParfittJ. H. and CollinsB. J. K., “The Use of Consumer Panels for Brand-Share Prediction,” Journal of Marketing Research, 5 (May 1968), 131–46.
