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1、Exploring Marketing Research William G. Zikmund,Chapter 12: Test Marketing,TEST MARKETING,Controlled experimentation,Not just trying something out,But scientific testing,Test Marketing,An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realisti
2、c market conditions to measure sales or profit potential.,FUNCTONS OF TEST MARKETING,ESTIMATE OUTCOMES,IDENTIFY AND CORRECT WEAKNESSES IN PLANS,A Lengthy and Costly Procedure,Selecting a Test Market,Population Size Demographic Composition Lifestyle Considerations Competitive Situation Media Self-con
3、tained Trading Area Overused Markets - Secrecy,Control Method of Test Marketing,Small City Low Chance of Being Detected Distribution is Forced (Guaranteed),Advantages of using the Control Method of Test Marketing,1. Reduced costs 2. Shorter time period needed for reading test market results 3. Incre
4、ased secrecy from competitors 4. No distraction of company salespeople from regular product lines,Copyright 2000 by Harcourt, Inc. All rights reserved.,Some Problems Estimating Sales Volume,Overattention Unrealistic Store Conditions Reading Competitive Environment Incorrectly Incorrect Volume Foreca
5、sts Adjusted Data Penetration and Repeat Purchase Rate Time Lapse,Copyright 2000 by Harcourt, Inc. All rights reserved.,High Tech Test Markets,Electric Test Markets,Simulated Test Markets,Virtual-reality Simulated Test Markets,Advanced Experimental Designs are More Complex,Completely Randomized Rand
6、omized Block Design Latin Square Factorial,Completely Randomized Design,An experimental design that uses a random process to assign subjects (test units) and treatments to investigate the effects of only one independent variable.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Completely Rando
7、mized Designs,Average minutes shopper spends in store,Control: no music,Experimental treatment: slow music,Experimental treatment: fast music,16 18 12,Copyright 2000 by Harcourt, Inc. All rights reserved.,Independent Variable A,Group A,Group B,Group C,Level 1,Level 2,Level 3,Copyright 2000 by Harcou
8、rt, Inc. All rights reserved.,Completely Randomized Design,With a pretest posttest,Group A R O1 X1 O2 Group A R O3 X2 O4 Group A R O5 X3 O6,Copyright 2000 by Harcourt, Inc. All rights reserved.,With a posttest,Group A R X1 O1 Group B R X2 O2 Group C R X3 O3,Copyright 2000 by Harcourt, Inc. All right
9、s reserved.,Completely Randomized Design,Randomized Block Design,An extension of the completely randomized design in which a single extraneous variable that might affect test units response to the treatment has been identified and the effects of this variable are isolated by blocking out its effects
10、.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Randomized Block Design,Independent Variables,Control: no music,Experimental treatment slow music,Experimental treatment: fast music,Mornings and afternoons Evening hours,Blocking variable,Copyright 2000 by Harcourt, Inc. All rights reserved.,F
11、actorial Design,An experiment that investigates the interaction of two or more variables on a single dependent variable.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Independent Variable 1,No Music cart signs,Slow Music,Fast Music,No Music,Grocery cart signs,Independent Variable 2,Copyright
12、 2000 by Harcourt, Inc. All rights reserved.,Price Red Gold $25 Cell 1 Cell 4 $30 Cell 2 Cell 5 $35 Cell 3 Cell 6,Factorial Design - Roller Skates,Package Design,Effects,Main effect The influence of a single independent variable on a dependent variable.,Interaction effect The influence on a dependen
13、t variable by combinations of two or more independent variables.,Copyright 2000 by Harcourt, Inc. All rights reserved.,2 x 2 Factorial Design,Men Women,Ad A Ad B,65 65,70 60,Main Effects of Gender,Main Effects of Ad,Copyright 2000 by Harcourt, Inc. All rights reserved.,Interaction Between Gender and
14、 Advertising Copy,Level 1 Level 2,Level 1 Level 2,Group A,Group D,Group C,Group B,INDEPENDENT VARIABLE 2,Independent Variable 1,Copyright 2000 by Harcourt, Inc. All rights reserved.,Group A R O1 X11 O2 Group B R O3 X21 O4 Group C R O5 X12 O6 Group D R O7 X22 O8,2 x 2 Factorial with a Pretest Posttes
15、t,Copyright 2000 by Harcourt, Inc. All rights reserved.,2 x 2 Factorial Design with a Posttest Measure,Group A R X11 O1 Group B R X21 O2 Group C R X12 O3 Group D R X22 O4,Copyright 2000 by Harcourt, Inc. All rights reserved.,A Test Market Experiment on Pricing,Sales in Units (thousands),Regular Pric
16、e $.99 130 118 87 84 X1=104.75 X=119.58,Reduced Price $.89 145 143 120 131 X2=134.75,Cents-Off Coupon Regular Price 153 129 96 99 X1=119.25,Test Market A, B, or C Test Market D, E, or F Test Market G, H, or I Test Market J, K, or L Mean Grand Mean,Copyright 2000 by Harcourt, Inc. All rights reserved.,Latin Square Design,A balanced, two-way classification scheme that attempts to control or block out the effect o
