Pretest Market Models: A Critical Evaluation
本文评估了消费品公司用于预测新产品表现的四种预测试市场模型，对比其优缺点，帮助营销人员优化上市前计划。
Pretest marketing models are increasingly being used by consumer products firms for evaluating new products prior to test market. The reasons for this are many, but include considerations of cost, risk, and fear of premature competitive disclosure. Allan Shocker and William Hall discuss the concept of a pretest market and assess its value. They contrast and critically evaluate four of the most frequently used models for projecting pretest market results. The strengths and limits of these models complement each other and provide useful additions to available methods for predicting new product performance and for refining marketing plans prior to test marketing.