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Unformatted text preview: e company’s normal distribution channels.
Controlled test markets are conducted by outside research firms who guarantee
distribution of the product through pre-specified types and numbers of distributors.
Electronic test markets are those in which a panel of consumers has agreed to carry an
identification card that they present when buying goods and services.
Simulated test markets (STM) are those in which some limited amount of data on
consumer response to a new product are fed into a model containing certain
assumptions regarding planned marketing programs. The model then generates likely
product sales volume.
12. The Maximum Company has invented an extra-strength instant coffee brand to be
called “Max-Caff,” and positioned to be stronger tasting than any competing brands. BMKT 312 C4 Study Guide 3 Design a taste-test experiment that compares Max-Caff to the two leading instant
coffee brands to determine which brand consumers consider to taste the strongest.
Identify and diagram your experiment. Indicate how the experiment is to be
conducted, and assess the internal and external validity of your experiment.
There is no need to perform a pretest as there is no baseline to taste tests.
Max-Caff is to be compared to the leading brands, A and B (Maxwell House
and Folger’s, for instance). With a taste test, the design can be within subjects
or across subjects. For the within design, the same subject tastes all three
coffees and rates the taste of each. Typically, a neutral stimulus such as a
soda cracker or a drink of water is administered between the randomly ordered
stimuli. The panel design would look like the following:
Where the Xis are the randomly ordered stimuli, the Ois are the measurements,
and the Ns are the neutralizers.
With an across subjects design, three groups are used, each with its own
stimulus. Subjects are assigned randomly to each group, and the after-only
design diagram looks like this:
O3 No control group is used as it does not make sense to ha...
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This note was uploaded on 02/13/2014 for the course BMKT 312 taught by Professor Surajcommuri during the Fall '13 term at SUNY Albany.
- Fall '13