What is Wrong with Test Marketing?

Stanton, Frank
April 1967
Journal of Marketing;Apr1967, Vol. 31 Issue 2, p43
Academic Journal
The testing of marketing innovations by actually placing them in a limited number of test markets and then observing consumer reaction has become a way of life for most consumer packaged-goods companies. But this writer points out that this is a much less rewarding method than if several shibboleths concerning test marketing were laid aside.


Related Articles

  • Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology. Silk, Alvin J.; Urban, Glen L. // Journal of Marketing Research (JMR);May78, Vol. 15 Issue 2, p171 

    The substantial failure rate of new packaged goods in test markets has stimulated firms to seek improved methods of pre-test-market evaluation. A set of measurement procedures and models designed to produce estimates of the sales potential of a new packaged good before test marketing is...

  • Test Marketing of New Consumer Products. Ladik, Frank; Kent, Leonard; Nahl, Perham C. // Journal of Marketing;Apr1960, Vol. 24 Issue 4, p29 

    Why should new consumer products be tried out in test markets? This article points out things to do, and things to avoid. The design, control, and evaluation of test-marketing programs are outlined in terms of proper selection of markets, adequacy of the design for measuring results, and optimum...

  • Pre-Test-Market Models: Validation and Managerial Implications. Urban, Glen L.; Katz, Gerald M. // Journal of Marketing Research (JMR);Aug1983, Vol. 20 Issue 3, p221 

    The predictive accuracy of a widely used pre-test-market model (ASSESSOR) is analyzed. The standard deviation between pre-test-market and test-market shares is 1.99 share points before adjustments for achieved awareness, distribution, and sampling and 1.12 share points after adjustment....

  • Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning. Blattberg, Robert; Golanty, John // Journal of Marketing Research (JMR);May78, Vol. 15 Issue 2, p192 

    A new product forecasting model is described which uses survey data (not panel data) to predict year-end test market sales from early test market results (usually three months). In addition to offering a sales forecast, the model is designed to provide diagnostic information about a new...

  • A Methodology for Identifying Innovator Characteristics of New Brand Purchasers. DONNELLY JR., JAMES H.; IVANCEVICH, JOHN M. // Journal of Marketing Research (JMR);Aug1974, Vol. 11 Issue 3, p331 

    Based on the previous discussion, the objective of this article is to demonstrate a methodology for identifying innovator characteristics of new brand purchasers. One behavioral characteristic was selected for this study, social character, but nothing in the design limits it to the study of...

  • A NEW PRODUCT GROWTH FOR MODEL CONSUMER DURABLES. Bass, Frank M. // Management Science;Jan1969, Vol. 15 Issue 5, p215 

    A growth model for the timing of initial purchase of new products is developed and tested empirically against data for eleven consumer durables. The basic assumption of the model is that the timing of a consumer's initial purchase is related to the number of previous buyers. A behavioral...

  • MARKETING EXPANSION--A STATISTICAL ANALYSIS . King, William R. // Management Science;Jul1963, Vol. 9 Issue 4, p563 

    The problem of introducing a consumer product into the market is considered as one of "testing" the product in some restricted group of marketing areas and utilizing the information thereby gained in drawing inference to potential new market areas. A decision rule is developed for classifying...

  • DEMON: A Management Model for Marketing New Products. Charnes, A.; Cooper, W. W.; Devoe, J. K.; Learner, D. B. // California Management Review;Fall68, Vol. 11 Issue 1, p31 

    The article discusses the use of DEMON (Decision Mapping via Optimum Networks) as a decision making system for marketing new products. As of 1968, new products have a 60 percent failure rate, despite studies of consumers and test marketing. DEMON is a computerized marketing management model...

  • Upgrades and New Purchases. Okada, Erica Mina // Journal of Marketing;Oct2006, Vol. 70 Issue 4, p92 

    In many industries, firms introduce successive generations of new and enhanced product models to remain competitive. Product enhancements target first-time purchasers and consumers who already own an existing product and are considering upgrading to a new and enhanced product. Upgrade decisions...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics