Abstracts » Business

Solpadol - a successful case of brand positioning

Article Abstract:

Sanofi Winthrop effectively used marketing research for the successful brand positioning of its analgesic drug, Solpadol. This reveals the benefits to be gained in accepting the importance of the softer factors of marketing as revealed by consumer-based research and understanding. The company's marketing research activity reconciled the concepts of market segmentation and multi-brand purchasing by basing market segments on customer needs as affected by particular purchasing occasions.

Pharmaceutical Preparation Manufacturing, Pharmaceutical preparations, Pharmaceutical industry, Drugs, Marketing, Analgesics, Sanofi Winthrop Inc.

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Collecting information from groups: a comparison of two methods

Article Abstract:

A comparison of two methods of data collection has been conducted. The techniques include the use of traditional focus groups and groups that utilize the Group Support Systems (GSS) technology, a system where participants makes use of computer terminals to input their responses. A comparison in terms of attitudes, general impression and feeling from the moderators, the researchers and the participants resulted in findings of significant advantages for the GSS group.

Focus groups, Interviewing

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Interviewer variability: a review of the problem

Article Abstract:

A background on the research paper developed by the Social and Community Planning Research (SCPR) regarding interviewer variability is provided. The paper was able to achieve its goal of creating international awareness of the survey methods developed by UK market researchers. However, modern researchers are starting to use multi-level modelling in evaluating interviewer characteristics.

Market Survey Techniques

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