ABSTRACT
To present an assessment of the various marketing research tools.
To identify why testing is important in marketing research.
To provide a guideline of when testing should be deployed and when it may not be necessary.
To delineate three different types of research and testing environments—exploratory, experimental, and in-market.
To view examples of testing programs related to marketing—positioning, new products/services, branding, promotion, advertising methods, and media.
To present how to analyze and interpret the results and apply these assessments to decisions.
