One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

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Test markets involve launching a product in a limited geographical area with a target market that closely approximates the actual market situation. This allows marketers to gather more accurate and reliable data on consumer behavior, sales performance, and other factors that may impact the success of a new product. Other evaluation methods such as concept testing or surveys may not replicate the market environment as closely as test markets.

One Major Advantage of a Test Market Is That It