Assume you are a new hire at company and your boss is unfami

-Assume you are a new hire at company and your boss is unfamiliar with many marketing research issues. You are asked to provide some guidance for firm decisions. Be concise and only use the space below for each of the four questions below. Bullet points are acceptable

Your boss thinks that test markets do not provide accurate estimates of new product sales. You are asked to describe the benefits and risks from using test markets as a screen to verify the potential of new products before investing in national rollouts. What would you say?

Solution

Benefits of Test Market

Risk in Test Market