Abstract:
Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as full simulation does; 2. They attempt to avoid deficiencies of traditional simulated test markets, most especially the expenditure in time and money; 3. They attempt to generate comparable qualitative data in the same way as the traditional advertising pretests. So, abbreviated simulation tests are a mixture between traditional simulated test markets and traditional qualitative advertising pretests. A process of how such an abbreviated simulation test might be conducted is described as a contribution to the current discussion and as a catalyst to trigger further research in this direction.
Research Papers
Simulated test markets
Catalogue: ESOMAR Congress 1988
Authors: Carlos Harding, Bernard Nacher
 
September 1, 1988
Research Papers
Predicting the sales potential of new products
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Simon Godfrey, Jon Wilkinson
 
June 15, 1983
Research Papers
Artificial life simulations
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Bruce Grey Tedesco
 
September 1, 1999
