Research Methods and Tools
Age ClassificationJan 1, 1979 Fred D. Reynolds and John Neter, 1979, 79-100
Investigates empirically the effectiveness of currently used standard age classifications for analyzing consumer marketing data.
Simulation Methods as an Aid to Designing Market Map Studies: A Managerial ReviewJan 1, 1979 Edgar A. Pessemier, 1979, 79-102
Describes a simulation approach designed to help a firm choose the most cost-effective method of developing a market map in the context of its market environment.
Managerial Aspects of Market Structure Analysis and Market MapsJan 1, 1979 Edgar A. Pessemier, 1979, 79-101
Discusses the main steps in building a market map and applying it to problems of product design, target market segments, and communication strategy.
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