if a firm contracts with iri, a leading test market company, to track sales of a new product made to a panel of consumers and to assess the effectiveness of advertising and other promotion tactics, what type of test market is this

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26-10-2022
Business

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if a firm contracts with iri, a leading test market company, to track sales of a new product made to a panel of consumers and to assess the effectiveness of advertising and other promotion tactics, what type of test market is this

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qwdeeppink qwdeeppink · Answer 1 · 2022-10-29T11:39:00-04:00

The type of test market is controlled test market.

The most frequent application of controlled test markets is with new product launches. The research provider provides the advertiser with a panel of retailers for a controlled test market.

Suppliers track the sales of competing products as well as first- and repeat-purchase data from the checkout scanner. The marketer's brand is "pushed" into these stores through distribution. Both advantages and disadvantages apply to this.

Distribution is certain, which is an advantage. The marketer is unable to predict how retailers will respond to the new offering, which is a drawback. Controlled test markets also have the drawback of allowing competitors to view the new product prior to its general release.

Hence the controlled test market is the suitable test market.

Learn more about test markets at

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