Conference Summary

Market Measurement and Analysis

One of MSI's major continuing research program areas is the study of marketing models and methods. The vast majority of this research has been directed toward technical marketing research people in business as well as to researchers in the academic marketing field. Work in this MSI program area has encompassed development of new models and techniques, refinement of existing methods, and investigation of the application and use of research by marketing management.

This volume constitutes the proceedings of a special-interest conference focusing on market measurement and analysis. The conference, held at Stanford University in March 1979, was jointly sponsored by The Institute of Management Science and the Operations Research Society of America. Professors David B. Montgomery and Dick R. Wittink (both of Stanford University) served as organizers of the conference and editors of these proceedings.

The 41 papers included in the proceedings discuss theoretical developments and managerial applications in a wide variety of topics related to the measurement and analysis of markets. These include:

• Measurement of response to marketing communications.
• Sales forecasts for new and existing products.
• Market definition and segmentation.
• Development and analysis of advertising, product, pricing, and distribution strategy.
• Managerial decision-making.
• Models of consumer values, attitudes, and purchase behavior.
• Marketing testimony for legal problems.

MSI is pleased to support the publication of these papers. We share the organizers' view that the material should be relevant to those in the business and academic marketing communities who have a technical and methodological interest in market measurement and analysis.

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