If a firm used IRI's BehaviorScan service to track sales of a new product made to a panel of consumers and to assess the effectiveness of advertising and other promotion tactics,what type of test market is this?
A)laboratory test market
B)concept test market
C)simulated test market
D)controlled test market
E)standard test market

Question

Quizplus · Accepted Answer

A controlled test market involves contracting the entire test program to an outside service,such as IRI.IRI pays retailers for shelf space and,therefore,can guarantee a specified percentage of the test product's potential distribution volume.Its BehaviorScan service uses five demographically representative cities to track sales made to a panel of households.In some cases the effectiveness of different TV commercials and other direct-to-consumer promotions can be measured.

If a Firm Used IRI's BehaviorScan Service to Track Sales