search query: @author Johar, J.S. / total: 3
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| Author: | Segal, M.N. Johar, J.S. |
| Title: | On improving the effectiveness of test marketing decisions |
| Journal: | European Journal of Marketing
1992 : VOL. 26:4, p.21-33 |
| Index terms: | MARKETING DECISION MAKING TESTS METHODOLOGY CITIES USA |
| Language: | eng |
| Abstract: | Standard test marketing is still the most widely used approach for product and marketing programme testing. Methodological improvements in the procedure are proposed by providing guidelines for the number of markets to use; the size of markets to use; and the identification of markets with representative demographic, retail-wholesale and media characteristics. Cluster analysis is used for grouping cities which exhibited simularities on 13 different key characteristics. Findings of discriminant analysis are presented and validated. It is argued that "middletowns" do not exist, the USA is not a homogeneous market. Segmentation of the towns and cities in the USA is an important step in identifying similarities and differences. |
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