Simulated test marketing : its evolution and current state in the industry
Name
85813336-MIT.pdf
Description
Full printable version
Size
1.28 MB
Format
Adobe PDF
Checksum (MD5)
6066a43d88ebd78c6cdb181ee3422154
Author(s)
Wherry, Julie S
Advisor(s)
John R. Hauser.
Alternative Title
STM : its evolution and current state in the industry
Date Issued
2006
Publisher
Massachusetts Institute of Technology
Abstract
Simulated test markets are powerful tools that are used frequently to aid marketing managers in making a go/no-go decision before bringing a product to test market. Over the past twenty years, STMs have expanded beyond application in fast-moving consumer goods to industries such as financial services, pharmaceuticals, durables, and new technology. Today, the STM industry is fairly consolidated, with models that are in principal, very similar, whether they are based in purchase intent or share of preference. However, the major vendors discussed here are able to differentiate and position themselves through additional diagnostics and customized services. Advances in data collection and incremental refinements to STM models are presented in addition to challenges that the STM industry currently faces.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2006.
Includes bibliographical references (p. 33-34).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
Terms of Use
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