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Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology

Alvin J. Silk and Glen L. Urban
Journal of Marketing Research
Vol. 15, No. 2 (May, 1978), pp. 171-191
DOI: 10.2307/3151248
Stable URL: http://www.jstor.org/stable/3151248
Page Count: 21
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Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology
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Abstract

The substantial failure rate of new packaged goods in test markets has stimulated firms to seek improved methods of pre-test-market evaluation. A set of measurement procedures and models designed to produce estimates of the sales potential of a new packaged good before test marketing is presented. A case application of the system also is discussed.

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