2026-09-19T16:22:38Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/372252022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
John R. Hauser.
Wherry, Julie S
Sloan School of Management.
Sloan School of Management
2007-04-20T15:53:52Z
2007-04-20T15:53:52Z
2006
2006
http://hdl.handle.net/1721.1/37225
85813336
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2006.
Includes bibliographical references (p. 33-34).
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.
by Julie S. Wherry.
M.B.A.
34 p.
eng
Massachusetts Institute of Technology
M.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.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Simulated test marketing : its evolution and current state in the industry
STM : its evolution and current state in the industry
Thesis
application/pdf
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Publication
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