New product introduction based on pre-test market data

Date of publication: October 26, 1987


In this paper the current version of a pre-test market system will be described which is designed to perform a comprehensive analysis of individual choice, perception and preference data, offers different ways to compute market share estimates, takes into consideration cannibalisation and draw effects in the underlying product class, allows for a segmentation based identification of mostly preferred perceptual space locations with respect to the choice alternatives under study and provides different options for evaluating the given data by means of e.g. internal, external, deterministic, probabilistic, uni- and/or multidimensional analyses. Some features of the used methodology will be illustrated on the basis of a case study recently evaluated in collaboration with a market research institute.

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