How Much Should You Spend on a Marketing Pretest? A Short-Cut Approach

Saul Sands
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Saul Sands: Marketing Department, Hofstra University, Hempstead, New York 11550

Interfaces, 1981, vol. 11, issue 4, 62-66

Abstract: Pretesting of proposed marketing actions is a common type of marketing research activity. A key question is whether the information collected in the pretest is worth the cost. Described is a quick and easy way of deciding whether or not to buy additional information in the case of a two-action, two-state-of-nature decision problem. The approach is applicable to the pretest of any proposed marketing action. Its simplicity makes possible the widespread use in marketing of decision theory.

Keywords: marketing:; measurement (search for similar items in EconPapers)
Date: 1981
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orinte:v:11:y:1981:i:4:p:62-66

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