Abstract
Many consumer and industrial goods manufacturers practise test marketing before launching innovative products on a national or wider scale. The commercial, value of such testing is a direct function of both the accuracy with which the test results are interpreted, and the nature of the research design which is used to conduct the test, yet many companies fail at this most vital stage.
| Original language | English |
|---|---|
| Pages (from-to) | 25-34 |
| Number of pages | 10 |
| Journal | Management Decision |
| Volume | 14 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 1976 |