TestMarketing(英文版)(共30页).ppt

1、Exploring Marketing ResearchWilliam G. ZikmundChapter 12: Test Marketing TEST MARKETINGTest Marketing An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential.A Lengthy and Costly Proce

2、dureSelecting a Test Market Population Size Demographic Composition Lifestyle Considerations Competitive Situation Media Self-contained Trading Area Overused Markets - SecrecyControl Method of Test Marketing Small City Low Chance of Being Detected Distribution is Forced (Guaranteed)Advantages of usi

3、ng the Control Method of Test Marketing1.Reduced costs 2.Shorter time period needed for reading test market results3.Increased secrecy from competitors4.No distraction of company salespeople from regular product linesCopyright 2000 by Harcourt, Inc. All rights reserved.Some Problems Estimating Sales

4、 Volume Overattention Unrealistic Store Conditions Reading Competitive Environment Incorrectly Incorrect Volume Forecasts Adjusted Data Penetration and Repeat Purchase Rate Time LapseCopyright 2000 by Harcourt, Inc. All rights reserved.High Tech Test MarketsAdvanced Experimental Designs are More Com

5、plex Completely Randomized Randomized Block Design Latin Square FactorialCompletely 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 righ

6、ts reserved.Completely Randomized DesignsAverage minutesshopper spendsin storeControl:no musicExperimentaltreatment:slow musicExperimentaltreatment:fast music161812Copyright 2000 by Harcourt, Inc. All rights reserved.Independent Variable AGroup AGroup BGroup CLevel 1Level 2Level 3Copyright 2000 by H

7、arcourt, Inc. All rights reserved.Completely Randomized DesignWith a pretest posttestGroup ARO1X1O2Group ARO3X2O4Group ARO5X3O6Copyright 2000 by Harcourt, Inc. All rights reserved.With a posttestGroup ARX1O1Group BRX2O2Group CRX3O3Copyright 2000 by Harcourt, Inc. All rights reserved.Completely Rando

8、mized DesignRandomized 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.Copyright 2000 by Harcourt,

9、Inc. All rights reserved.Randomized Block DesignIndependent VariablesControl:no musicExperimentaltreatmentslow musicExperimentaltreatment: fast musicMornings andafternoonsEvening hoursBlocking variableCopyright 2000 by Harcourt, Inc. All rights reserved.Factorial Design An experiment that investigat

10、es the interaction of two or more variables on a single dependent variable.Copyright 2000 by Harcourt, Inc. All rights reserved.Independent Variable 1No Musiccart signsSlow MusicFast MusicNo MusicGrocerycart signsIndependent Variable 2Copyright 2000 by Harcourt, Inc. All rights reserved.PriceRedGold

11、$25Cell 1Cell 4$30Cell 2Cell 5$35Cell 3Cell 6Factorial Design - Roller SkatesPackage DesignEffects Main effect The influence of a single independent variable on a dependent variable. Interaction effect The influence on a dependent variable by combinations of two or more independent variables.Copyrig

12、ht 2000 by Harcourt, Inc. All rights reserved.2 x 2 Factorial Design MenWomenAd A Ad B65657060Main Effectsof GenderMain Effects of AdCopyright 2000 by Harcourt, Inc. All rights reserved.100908070605040302010Ad AAd BWomenMenBelievabilityInteraction Between Gender and Advertising CopyLevel 1 Level 2Le

13、vel 1Level 2Group AGroup DGroup CGroup BINDEPENDENT VARIABLE 2Copyright 2000 by Harcourt, Inc. All rights reserved.Group ARO1X11O2Group BRO3X21O4Group CRO5X12O6Group DRO7X22O82 x 2 Factorial with a Pretest PosttestCopyright 2000 by Harcourt, Inc. All rights reserved.2 x 2 Factorial Design with a Pos

14、ttest MeasureGroup ARX11O1Group BRX21O2Group CRX12O3Group DRX22O4Copyright 2000 by Harcourt, Inc. All rights reserved.A Test Market Experiment on PricingSales in Units (thousands)Regular Price$.991301188784X1Reduced Price$.89145143120131X2Cents-Off CouponRegular Price1531299699X1Test Market A, B, or CTest Market D, E, or FTest Market G, H, or ITest Market J, K, or LMeanGrand MeanCopyright 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 of two or