Test Marketing: an examination of sales patterns found in 44 recent tests

In this paper, which won the 1966 MRS Gold Medal, 44 test market results were analysed to see if general patterns in the sales curves could be found.

Test Marketing: an examination of sales patterns found in 44 recent tests

E. J. DavisThe British Market Research Bureau Ltd

One interesting feature of test marketing research on new products is the way in which consumer purchases of the new product generally build up to a peak and then decline before reaching an equilibrium position.

In this paper the consumer purchases observed in 44 recent test marketing operations have been analysed, to see whether any general conclusions could be drawn about the pattern of the sales curves, which would help in assessing results of future tests.


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