Simulated test markets

Date of publication: November 2, 1983

Abstract:

This paper starts from the premise that the Simulated Test Markets (STMs) now being used in Europe have an impressive track record in terms of the validity of the predictions they make regarding the future success of new products. The techniques that they use actually succeed in indicating how the consumer will behave in the real-life marketplace.

Stafford Crossman

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Peter J. Hayes

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