1 / 10

EXPERIMENTAL RESEARCH

EXPERIMENTAL RESEARCH. Test Marketing. An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential. Functions of Test Marketing. IDENTIFY AND CORRECT WEAKNESSES IN PLANS.

zeph-ruiz
Download Presentation

EXPERIMENTAL RESEARCH

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. EXPERIMENTAL RESEARCH Marketing Research

  2. Test Marketing • An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential.

  3. Functions of Test Marketing IDENTIFY AND CORRECT WEAKNESSES IN PLANS ESTIMATE OUTCOMES

  4. Six Steps in a Test Market Study • 1. Define the Objective: • What do you hope to learn? • What are the people or products of interest? • 2. Select a Basic Approach: • Simulated, controlled, or standard test? • 3. Develop Detailed Test Procedures: • How will you execute the study? • Who will be involved? • How long will it take? • How much can you spend?

  5. Six Steps in a Test Market Study • 4. Select the Test Market: • Market should not be over tested • Should have little media spillover • Demographics similar to your target population • Large enough to provide useful results • Distribution should be similar to the nation • 5. Execute The Plan: • How long should the test run? • Who should execute it? • 6. Analyze the results: • Use qualitative and quantitative techniques if possible.

  6. Selecting a Test Market • Population • Demographic composition • Lifestyle considerations • Competitive situation • Media coverage and isolation • Self-contained trading area • Secrecy

  7. Control Method of Test Marketing • Small city • Low chance of being detected • Distribution is forced (guaranteed)

  8. Popular U.S. Test Markets • Cedar Rapids, Iowa • Charlotte, North Carolina • Columbus, Ohio • Evansville, Indiana • Eau Claire, Wisconsin • Grand Junction. Colorado • Little Rock, Arkansas • Odessa-Midland, Texas • Omaha, Nebraska • Pittsfield, Massachusetts • Tulsa, Oklahoma • Wichita, Kansas • Wichita Falls, Texas Marketing Research

  9. Anytown, Canada? • According to Environics Analytics, these are the top 10 cities most closely resembling the country as a whole… • Red Deer, Alta. • Waterloo, Ont. • Guelph, Ont. • Kingston, Ont. • Kelowna, B.C. • Maple Ridge, B.C. • Grande Prairie, Alta. • London, Ont. • Calgary, Alta. • Langley, B.C. Marketing Research

  10. The End Marketing Research

More Related