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dc.contributor.advisorJohn R. Hauser.en_US
dc.contributor.authorWherry, Julie Sen_US
dc.contributor.otherSloan School of Management.en_US
dc.date.accessioned2007-04-20T15:53:52Z
dc.date.available2007-04-20T15:53:52Z
dc.date.copyright2006en_US
dc.date.issued2006en_US
dc.identifier.urihttp://hdl.handle.net/1721.1/37225
dc.descriptionThesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2006.en_US
dc.descriptionIncludes bibliographical references (p. 33-34).en_US
dc.description.abstractSimulated 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.en_US
dc.description.statementofresponsibilityby Julie S. Wherry.en_US
dc.format.extent34 p.en_US
dc.language.isoengen_US
dc.publisherMassachusetts Institute of Technologyen_US
dc.rightsM.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.en_US
dc.rights.urihttp://dspace.mit.edu/handle/1721.1/7582
dc.subjectSloan School of Management.en_US
dc.titleSimulated test marketing : its evolution and current state in the industryen_US
dc.title.alternativeSTM : its evolution and current state in the industryen_US
dc.typeThesisen_US
dc.description.degreeM.B.A.en_US
dc.contributor.departmentSloan School of Management.en_US
dc.identifier.oclc85813336en_US


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