Market Studies 11
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Contents |
[edit] Test Market Analysis Surveys (Product Use and Acceptability Evaluation)
Test markets are conducted to determine the actual buyer response to a new product offering. Test market evaluation is most often concerned with evaluation of the product purchase process, evaluation of the product and marketing materials used in the test market.
[edit] General Measures That Are Part Of A Test Market Analysis
[edit] Product Awareness, Knowledge
- Source of product information (how found out about product )
- Expected source of future information
- Interest - need for more product information
- Motivation for purchase (problem to be solved)
[edit] Purchase Location and Purchase Details
- Where was product purchased? How was it purchased?
- Where else would you like to be able to purchase the product?
- Intended purchase or impulse? If you intended but didn't buy, why didn't you buy?
- Frequency of purchase, quantity of purchase, average shopping basket (size, items), other items in shopping basket
- Was product a substitute for….? What brand or product didn't they buy because they bought yours?
- Were incentives, such as coupons used?
[edit] Specifics of Product Use
- Product use location and situation
- Product performance evaluation
- Likelihood of repurchase (and motivations to repurchase)
- If they didn't buy it, what did they buy instead?
[edit] Product Evaluation
- Test Market Analysis (Product Use and Acceptability Evaluation)
- Expectations of product (benefits)
- Evaluation of attribute acceptability (quality, price, trust, performance, importance, value)
- What could be done better
- Evaluation of product performance relative to regular brand.
[edit] Product – Marketing Mix Reaction (Promotion, Packaging, Pricing)
- Packaging Questions
- Pricing. How much did they spend?
- Advertising Reaction Tests