Market test (marketing)
A market test is a variant of a primary market research experiment . The market test belongs to the category of experimental market research and here in the sub-category of field tests .
description
In the market test, new or modified products or products with a new marketing concept using all measures of the marketing mix are offered in a spatially limited area - the test market . Its objective is to determine the market potential of the product before it is finally launched . The focus is on forecasting the market opportunity and testing the marketing concept . In addition, one wants to gain information about consumer behavior.
Due to the high costs of a market test, mini test market procedures such as the local test, the controlled market test by Nielsen or the GfK behavior scan are often used in practice. These tests take place in a much smaller test area, which is representative of the population and should therefore provide meaningful results.
Alternative use of the term
For some years now, the term market test has also been used as a term for New Public Management, particularly within the depth of service debate in the public sector, cf. plus market test (controlling) .
literature
- Fröba, H.-U. (1981): The market test as an information tool for the use of sales policy instruments. Univ., Diss., Würzburg
- Höfner, K. (1966): The market test as an instrument of marketing research for branded consumer goods in Germany. Munich
- Jörg Rehorn: Market tests . Luchterhand . Neuwied 1977, ISBN 9783472143635
- Friedrich von Stackelberg: Market tests in traffic as an instrument for determining and measuring market strategy behavior . Vandenhoeck and Ruprecht, Göttingen 1974, ISBN 978-3525856604 .
- Stoffels, J. (1989): The electronic mini market test. German Univ.-Verl., Wiesbaden