Transcript 3220Fall2009Lecture9Chapter7.ppt

Marketing Research
7/17/2016
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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.
ESTIMATE
OUTCOMES
IDENTIFY AND
CORRECT
WEAKNESSES
IN PLANS
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?
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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.
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Population
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Demographic composition
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Lifestyle considerations
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Competitive situation
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Media coverage and isolation
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Self-contained trading area
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Secrecy
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Small city
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Low chance of being detected
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Distribution is forced (guaranteed)
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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
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According to
Environics
Analytics, these are
the top 10 cities
most closely
resembling the
country as a
whole…
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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
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Marketing Research
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