Because one of the major reasons for conducting a test market is to achieve ________,the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.
A)internal validity
B)external validity
C)internal variability
D)external variability

Question

Quizplus · Accepted Answer

External validity refers to the extent to which the findings of a study can be generalized to a larger population or other settings. Therefore, in order to achieve external validity and ensure that the results of the test market can be applied to the larger marketing territory, it is important to choose a city that is representative of that territory. Internal validity refers to the extent to which the study is free from error and bias, while internal and external variability refer to the degree of variation within and between groups, respectively, and are not directly related to the choice of test market location.

Because One of the Major Reasons for Conducting a Test