The tool for market research - Essay Example

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The tool for market research

Test marketing gives significant insight which is needed by a company in order to compete effectively in its market. For one, this tool permits a business organization to test the impact of alternative marketing plans. Since a test market is typically smaller than the whole market, investing in a test marketing effort in 10 cities is more rational for a large company than getting into a full-blown nationwide product launch. Test marketing as the name implies provides companies with a clear idea of whether a marketing effort is strategic or not without shouldering the huge cost of the whole marketing campaign in the entire market. Test marketing also allows companies to test multiple strategies without affecting the overall image of its products. For example, a company which wishes to embark on a new marketing approach and is choosing on three different ones will find it impossible to launch the three strategies on the entire market. Thus, it will opt to use test marketing in order to ascertain the best approach for its product at lesser cost. However, the utilization of test marketing as a market research tool is dependent on the internal competency and external market situation of a company.  According to one of its executives, “In our field—primarily higher priced cosmetics not geared for mass distribution—it would be unnecessary for us to test the market. When we develop a product, say an improved liquid makeup, we know it’s full-Brownell because we are familiar with the field”. ...Show more


This essay discusses one of the most popular marketing research tools is test marketing which refers to the company’s efforts of designing and administering a “small-scale product launch used to determine the likely acceptance of the product when it is introduced into the wider market."…
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