Test Marketing—An Evaluation of More Recent Micro-Marketing Methods

D. Jobber

doi:10.1108/eb001204

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Management Decision

ISSN: 0025-1747
Incorporates: Journal of Management History (Archive)

Online from: 1967

Subject Area: Accounting and Finance

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Test Marketing—An Evaluation of More Recent Micro-Marketing Methods

Document Information:
Title:	Test Marketing—An Evaluation of More Recent Micro-Marketing Methods
Author(s):	D. Jobber
Citation:	D. Jobber, (1979) "Test Marketing—An Evaluation of More Recent Micro-Marketing Methods", Management Decision, Vol. 17 Iss: 6, pp.441 - 449
Article type:	General review
DOI:	10.1108/eb001204 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The stimulus to this research project was an article by Thornycroft in the Financial Times where he wrote: “The old test marketing idea is virtually dead: it was too expensive. Once companies had committed themselves to manufacturing a new product for a launch in a sizable TV region they were almost bound by cash and executive conceit to proceed with it to a national launch, whatever the auguries. Now the most common procedure is a more selective test either through extensive consumer sampling or the Research Bureau's mini-van operation or a Westminster Press test campaign, or a simulated supermarket or one of the other testing services on offer.” At the time this appeared a contentious statement—reducing conventional test marketing to little more than a shibboleth. In the event, it served as a hypothesis to study while, at the same time, provided scope for an examination of the newer methods of testing a product in the market-place before national launch.

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