The PDMA Handbook of New Product Development

32.8. References

Bass, Frank M., "A new product growth model for consumer durables," Management Science, 15(1): 215 (1969).

Maturi, Richard J., "How to improve the odds for new product debuts," Investor's Daily, 8 (April 24, 1990).

Miller, Jim and Lundy, Sheila, "Test marketing plugs into the Internet," Consumer Insight, 20-23 (Spring 2002)

Needel, Stephen, "Leveraging store-level scanner data for test marketing," presentation at the Third Annual ARF Behavioral/Scanner Data Workshop, Advertising Research Foundation, New York, June 5-6, 1991.

Power, Christopher, "Will It sell in Podunk? Hard to Say," Business Week, 46 (August 10, 1992).

Stern, Aimee L., "Testing goes industrial." Sales & Marketing Management, 30 (March 1991). "Test marketing a new product: when it's a good idea and how to do it. Profit-Building Strategies for Business Owners, 14 (March 1993).

Weinblatt, Ira, "Beware of macho testing," New Product News, 12 (January 8, 1995).

David Olson is principal of his own consulting firm, David Olson Consulting, which specializes in market research, market planning, and sales forecasting for new products. In his 28-year career with the Leo Burnett Company, he helped such clients as Procter & Gamble, Kellogg's, Pillsbury, Maytag, RCA, and McDonald's with their new product launches, using a proprietary expert system forecasting method and planning process, which he developed. He is a graduate of Harvard University, and has been a frequent speaker at conferences and seminars. ...