Proceedings: 1986 Electric Utility Market Research symposium
This report contains the papers presented at the Electric Utility Market Research Symposium held November 5-7, 1986 in Kansas City, Missouri. Cosponsored by the Electric Power Research Institute and the Electric Utility Market Research Council, the purpose of the symposium was to provide a forum for the review and exchange of information on market research techniques and their applications throughout the electric utility industry. The papers contained herein were presented by utility and industry professionals and highlight the major issues related to market research. The two and one-half day symposium featured formal presentations from a number of market research specialists on such topics as: the need for and value of market research, customer preference and behavior, evaluation of market research programs, and advertising and communication effectiveness. During the second day of the symposium, workshops were conducted on attitudes and image measurement, customer segmentation, test marketing, and conjoint analysis. A panel discussion on the final morning explored integrating market research into the utility mainstream and focused on current programs and future directions for market research in the utility industry. 36 refs., 26 figs., 18 tabs.
- Research Organization:
- Synergic Resources Corp., Bala-Cynwyd, PA (USA); Electric Power Research Inst., Palo Alto, CA (USA)
- OSTI ID:
- 6368751
- Report Number(s):
- EPRI-EM-5175; CONF-8611166-; ON: TI87920480
- Country of Publication:
- United States
- Language:
- English
Similar Records
Proceedings: Sixth Biennial Marketing Research Symposium: Blue sky to bottom line{hor_ellipsis}marketing research, customer value and utility performance
Electric Utility Market Research Symposium: proceedings