Abstract:
Test marketing is a very wide-spread marketing term today. However, because it is seldom clearly understood, it is continually leading to misunderstandings. Frequently, one speaks of test marketing methods when one generally means scientific market research. A clear definition of terms, however, enables one to see quite clearly the purpose for which test marketing can, and may, be applied.
Case Studies
An evaluation of experimental field research
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Matti Ahtomies, Uolevi Lehtinen
 
June 15, 1983
Research Papers
The effect of the realism of product representations on the validity of consumer evaluations
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Roland F. Ortt, Gerard Loosschilder
 
September 1, 1994
