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【正文】 2023 by Harcourt, Inc. All rights reserved. 2 x 2 Factorial Design with a Posttest Measure Group A R X11 O1 Group B R X21 O2 Group C R X12 O3 Group D R X22 O4 Copyright 169。 2023 by Harcourt, Inc. All rights reserved. Completely Randomized Design Randomized Block Design ? An extension of the pletely randomized design in which a single extraneous variable that might affect test units’ response to the treatment has been identified and the effects of this variable are isolated by blocking out its effects. Copyright 169。Exploring Marketing Research William G. Zikmund Chapter 12: Test Marketing TEST MARKETING Controlled experimentation Not just trying something out But scientific testing Test Marketing ? An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential. FUNCTONS OF TEST MARKETING ESTIMATE OUTCOMES IDENTIFY AND CORRECT WEAKNESSES IN PLANS A Lengthy and Costly Procedure $$$$$ Loss of Secrecy When not to Test? How Long Should a Test Last? Selecting a Test Market ? Population Size ? Demograph
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