Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 2

Schedule an interview with the marketing manager of a consumer products company. In the interview, discuss the use of test marketing by the firm. Attempt to find answers to the following questions: How important is test marketing in the firm's product-development process Does the firm normally progress through different types of test marketing for a specific product (as suggested in this text), or is only one type commonly used What does your contact see as the advantages and disadvantages of various methods of test marketing Have successful test-marketing episodes always led to successful product introductions for the firm What does your contact perceive as the most promising avenue for future development of test-marketing procedures
Write a report of your interview, highlighting information that you obtained that was not discussed in the text, or that seems at odds with the textbook discussion.