McBurgers plans to introduce a new line of fish sandwiches to 15 stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?

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Test marketing involves introducing a new product or service to a limited geographical area or demographic to evaluate its market potential and performance before a wider launch. McBurgers is using this approach by introducing the fish sandwiches to 15 stores to assess their success before considering a nationwide launch.

McBurgers Plans to Introduce a New Line of Fish Sandwiches