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| Author: | Castleberry, S. B. Ehrenberg, A. S. C. Motes, W. H. |
| Title: | Extended sales tests of product quality. |
| Journal: | Journal of the Market Research Society
1987 : JAN, VOL. 29:1, p. 3-14 |
| Index terms: | MARKET RESEARCH PRODUCT TESTING BRANDS FOOD INDUSTRY |
| Language: | eng |
| Abstract: | The results of a small-scale sales test are described. The test technique is outlined. Customers were enabled to purchase the brands for an extended period of time. Test-versions were compared only with competitive brands. Results are analyzed and compared with other tests. Buying patterns are summarized. Effects of quality change on purchasing behavior is discussed. Methodological conclusions are outlined. Technical problems of such sales tests are raised together with the efficiency of statistical methods. The sensitivity of the presented test design is compared with single experiment versions. |
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