LUMS researchers win Market Research Society award for collaborative research
Published 10 January 2010
In December 2009, Dr Didier Soopramanien and Greg Rogers (PhD student and market research manager at Procter and Gamble) won the Market Research Society Award for collaborative research for their paper “The truth is out there! How external validity can lead to better marketing decisions’” published in the International Journal of Market Research.
The judging panel commented that “This paper won the award because the authors made an important new contribution to existing research in this field, presenting a forceful, evidence based, case for using external validation methods to improve the predictive capability of conjoint models.”
