A test marketing study result could be invalidated when:
A) pretest measurements of competitive brand sales are made.
B) the sample size is large.
C) the test-market period is too short to determine whether the product will be repurchased by customers.
D) the effects of factors such as the sales force, season, weather conditions, and shelf space are considered in the research.

Question

Quizplus · Accepted Answer

If the test-market period is too short, the results may not accurately reflect whether customers will continue to purchase the product in the future. This could invalidate the study's findings. The other options (A, B, and D) do not necessarily invalidate the study's results. Pretest measurements of competitive brand sales could provide important context, a large sample size is generally better for statistical accuracy, and considering factors such as the sales force, season, weather conditions, and shelf space is important for understanding the overall market environment.

A Test Marketing Study Result Could Be Invalidated When