Primary data collection: experimentation and test markets
17 important questions on Primary data collection: experimentation and test markets
What type of assenble or data is the researcher in survey, observation and experimental research?
First two: passive. Third: active participant.
Give an example of an inverse relationship and positive relationship regarding correlation.
Inverse: price and sales. Positive: price and advertising
Appropriate time order of occurence
Change in an independent variable occured before an abserved change in the dependent variable occured.
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Examples of extraneous factors (pose a threat to experimental validity)
History, maturity, mortality, selection bias, instrument variation, testing effects, regression to the mean
Selection bias can be decreased by
Randomization and matching
Two types of testing effects:
Main testing effects: possible effects on earlier observations of later observations.
Interactive testing effects: effect of a prior peasurement on a subject's response to a later measurement. Poste meaurement would likely reflect the joint effect of the prior measurement and the treatment variable.
Four basic approaches to control for extraneous factors
Physicial control, Statistical control, Design control, Randomization
Experimental design includes four factors
- Treatment variable that is manipulated
- Subjects who participate in the experiment
- Dependent variable that is measured
- Plan or procedure for dealing with extraneous factors.
Implementation problems of experimental research
- Contamination
- Difficulty gaining cooperation within the organization
- Lack of an appropriate control group
- differences between test markets and total population, so a relatively small experimental effect is difficult to detect.
Two types of quasi experiments
Interrupted time-series designs
Multiple time-series designs (with control group)
Test market studies are designed to provide information with regard to:
Estimates of market share
Cannibalization rate
Characteristics of consumers who buy the product
Behaviour of competitors during the test
What can you tell about the costs of test markets
They are very expensive and should only be used as the last step in the research process that has shown the new product of strategy has potential.
Two important benefits of test marketing
- Provides a vehicle by which the firm can obtain a good estimate of the product's sales potential under realistic market conditions.
- Identifies weaknesses of the product and the proposed marketing strategy and give management an opportunity to correct any weaknesses.
Name the factors to be taken into account when making a decision to conduct test marketing
- Cost and risk of failure against probability of succes and associated profits
- Likelihood and speed with which competitors can copy your product and introduce it on a national basis
- The investment required versus necessary quanttities for national rollout
- How much damage an unsuccesful new product launch would inflict on the firm's reputation.
Two other types of product tests beside test markets
- Rolling rollout: product is launched in a certain region, rather than one or two cities, afterwards the product can be launched in additional regions.
- Lead country strategy: product is launched in a foreign market before rolling it out globally.
Traditional/standard test market
Testing of product/element of marketing mix through regular channels of distribution.
Takes relatively long time, costly and tips competition.
Scanner/electronic market
Scanner panel research firms have panels of consumers who carry scannable cards for use in buying particular products.
Offers speed, lower cost, degree of secruity. However unrepresentative sampling.
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