CHAPTER NINETEEN. Market Testing November 9, 2004. What Is Market Testing?. Market testing is not test marketing! Test marketing is one of many forms of market testing -- others include simulated test market, informal sale, minimarket, rollout.
November 9, 2004
Result: IRI knows almost every stimulus that hits each individual family, and it knows almost every change that takes place in each family's purchase habits.
sales force morale
Cost ($1 mill+)
Time (9-12 months+)
hurt competitive advantage
competitor may monitor test market
competitor may go national
Competitor can disrupt test marketPros and Cons of Test Marketing
A Risk of Test Marketing: InfoScan
“Showing Your Hand”