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1、ExploringMarketingResearchWilliamG Zikmund Chapter12 TestMarketing TESTMARKETING Controlledexperimentation Notjusttryingsomethingout Butscientifictesting TestMarketing Anexperimentalprocedurethatprovidesanopportunitytotestanewproductoranewmarketingplanunderrealisticmarketconditionstomeasuresalesorpr
2、ofitpotential FUNCTONSOFTESTMARKETING ESTIMATEOUTCOMES IDENTIFYANDCORRECTWEAKNESSESINPLANS ALengthyandCostlyProcedure SelectingaTestMarket PopulationSizeDemographicCompositionLifestyleConsiderationsCompetitiveSituationMediaSelf containedTradingAreaOverusedMarkets Secrecy ControlMethodofTestMarketing
3、 SmallCityLowChanceofBeingDetectedDistributionisForced Guaranteed AdvantagesofusingtheControlMethodofTestMarketing 1 Reducedcosts2 Shortertimeperiodneededforreadingtestmarketresults3 Increasedsecrecyfromcompetitors4 Nodistractionofcompanysalespeoplefromregularproductlines Copyright 2000byHarcourt In
4、c Allrightsreserved SomeProblemsEstimatingSalesVolume OverattentionUnrealisticStoreConditionsReadingCompetitiveEnvironmentIncorrectlyIncorrectVolumeForecastsAdjustedDataPenetrationandRepeatPurchaseRateTimeLapse Copyright 2000byHarcourt Inc Allrightsreserved HighTechTestMarkets ElectricTestMarkets Si
5、mulatedTestMarkets Virtual realitySimulatedTestMarkets AdvancedExperimentalDesignsareMoreComplex CompletelyRandomizedRandomizedBlockDesignLatinSquareFactorial CompletelyRandomizedDesign Anexperimentaldesignthatusesarandomprocesstoassignsubjects testunits andtreatmentstoinvestigatetheeffectsofonlyone
6、independentvariable Copyright 2000byHarcourt Inc Allrightsreserved CompletelyRandomizedDesigns Averageminutesshopperspendsinstore Control nomusic Experimentaltreatment slowmusic Experimentaltreatment fastmusic 161812 Copyright 2000byHarcourt Inc Allrightsreserved IndependentVariableA GroupA GroupB G
7、roupC Level1 Level2 Level3 Copyright 2000byHarcourt Inc Allrightsreserved CompletelyRandomizedDesign Withapretestposttest GroupARO1X1O2GroupARO3X2O4GroupARO5X3O6 Copyright 2000byHarcourt Inc Allrightsreserved Withaposttest GroupARX1O1GroupBRX2O2GroupCRX3O3 Copyright 2000byHarcourt Inc Allrightsreser
8、ved CompletelyRandomizedDesign RandomizedBlockDesign Anextensionofthecompletelyrandomizeddesigninwhichasingleextraneousvariablethatmightaffecttestunits responsetothetreatmenthasbeenidentifiedandtheeffectsofthisvariableareisolatedbyblockingoutitseffects Copyright 2000byHarcourt Inc Allrightsreserved
9、RandomizedBlockDesign IndependentVariables Control nomusic Experimentaltreatmentslowmusic Experimentaltreatment fastmusic MorningsandafternoonsEveninghours Blockingvariable Copyright 2000byHarcourt Inc Allrightsreserved FactorialDesign Anexperimentthatinvestigatestheinteractionoftwoormorevariableson
10、asingledependentvariable Copyright 2000byHarcourt Inc Allrightsreserved IndependentVariable1 NoMusiccartsigns SlowMusic FastMusic NoMusic Grocerycartsigns IndependentVariable2 Copyright 2000byHarcourt Inc Allrightsreserved PriceRedGold 25Cell1Cell4 30Cell2Cell5 35Cell3Cell6 FactorialDesign RollerSka
11、tes PackageDesign Effects MaineffectTheinfluenceofasingleindependentvariableonadependentvariable InteractioneffectTheinfluenceonadependentvariablebycombinationsoftwoormoreindependentvariables Copyright 2000byHarcourt Inc Allrightsreserved 2x2FactorialDesign MenWomen AdAAdB 6565 7060 MainEffectsofGen
12、der MainEffectsofAd Copyright 2000byHarcourt Inc Allrightsreserved InteractionBetweenGenderandAdvertisingCopy Level1Level2 Level1Level2 GroupA GroupD GroupC GroupB INDEPENDENTVARIABLE2 IndependentVariable1 Copyright 2000byHarcourt Inc Allrightsreserved GroupARO1X11O2GroupBRO3X21O4GroupCRO5X12O6Group
13、DRO7X22O8 2x2FactorialwithaPretestPosttest Copyright 2000byHarcourt Inc Allrightsreserved 2x2FactorialDesignwithaPosttestMeasure GroupARX11O1GroupBRX21O2GroupCRX12O3GroupDRX22O4 Copyright 2000byHarcourt Inc Allrightsreserved ATestMarketExperimentonPricing SalesinUnits thousands RegularPrice 99130118
14、8784X1 104 75X 119 58 ReducedPrice 89145143120131X2 134 75 Cents OffCouponRegularPrice1531299699X1 119 25 TestMarketA B orCTestMarketD E orFTestMarketG H orITestMarketJ K orLMeanGrandMean Copyright 2000byHarcourt Inc Allrightsreserved LatinSquareDesign Abalanced two wayclassificationschemethatattemptstocontrolorblockouttheeffectoftwoormoreextraneousfactorsbyrestrictingrandomizationwithrespecttotherowandcolumneffects Copyright 2000byHarcourt Inc Allrightsreserved 1231ABC2BCA3CAB OrderofUsage SUBJECT Copyright 2000byHarcourt Inc Allrightsreserved
