New Product Models for Test Market Data
回顾了九种利用测试市场数据评估新品牌表现的模型，从理论和商业角度评价其优劣，指出其中三种模型特别有用，并讨论了未来研究方向。
This paper presents a critical review of nine models using test market data to evaluate the performance of a new brand in an inexpensive, frequently purchased product category. The models are evaluated on both theoretical criteria (e.g., the mathematical structure of the model) and on managerial dimensions (e.g., the type of sales data required and the degree of commercial acceptance of the model). Based on these criteria, three of the models are particularly useful. The paper concludes with a discussion of future directions for research in the area of test market models.