Test Marketing: Go National or Go Broke?

Francis Buttle

Research output: Contribution to journalReview articlepeer-review

1 Citation (Scopus)


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 languageEnglish
Pages (from-to)25-34
Number of pages10
JournalManagement Decision
Issue number1
Publication statusPublished - 1 Jan 1976


Dive into the research topics of 'Test Marketing: Go National or Go Broke?'. Together they form a unique fingerprint.

Cite this