Abstract:
Product designing and pricing are two of the most important marketing decisions. Test marketing is one strategy to get better informations to evaluate the referent alternatives. Pre-test marketing evaluation is another research strategy which becomes more and more popular due to its favourable cost-time-accuracy profile. Still less expensive and time consuming are laboratory simulations based on conjoint and other decision analysis approaches such as information display matrix treatments A powerful new package of an interactive decision analysis system (IDAS) is presented. This approach amalgamates a realistic display matrix elaboration, a completely individualised conjoint analysis and some validity checks. The system develops understandable trade-offs of product features and prices on an individual level and offers opportunities for benefit segmentation. The system is interactive; within a researcher module the product area, the attributes and the levels to be analysed may be defined, within the respondent module one works through a sequence of tasks, thus delivering to the researcher the informations required. These informations allow to optimise the product features and price.
Research Papers
Laboratory price response measurement in testing new products
Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Bernd Erichson, Karl-Ludwig Börtzler
 
June 15, 1992
Research Papers
Electronic-test marketing
Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Birgit Brummer
Company: Nielsen
June 15, 1987
Research Papers
TESI
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Bernd Erichson, Karl-Ludwig Börtzler
 
June 15, 1988
