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Unformatted text preview: sure ( X O1)
measure-manipulate-measure (O1 X O2)
Before-After, with Control Group:
experimental group: measure-manipulate-measure (O 1 X O2)
control group: measure-measure (O 3 O4)
Need random assignment to groups, E = (O 2–O1) – (O4-O3)
Laboratory vs. Field
Commonly used to indicate an experiment, study, or test that is conducted in a
Uses of test markets
To test sales potential for a new product or service
To test variations in the marketing mix for a product or service
Major types of test markets
Standard, Controlled, Electronic, Simulated
Selecting Test-Market Cities
Degree of isolation
Ability to control distribution and promotion...
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This note was uploaded on 10/16/2012 for the course MKTG 3350 taught by Professor Engel,stev during the Summer '08 term at Colorado.
- Summer '08