MKT 500 Lecture Notes - Lecture 4: Uch, External Validity, Marketing Mix
Document Summary
Lead user survey: used to acquire information from lead users of a new technology: case analysis: a review of available information about a former situation that has some similarities to the current research problem, focus groups: small groups brought together and guided by a moderator though an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Good indicator of potential success but competitors can become immediately aware: controlled test markets are conducted by outside research firms that guarantee distribution of the product through pre specified types and numbers of distributors, electronic test markets are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services, simulated test market (stms) are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.
