Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

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 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.