The ASSESSOR Pre-Test Market Evaluation System

Glen L. Urban, Gerald M. Katz, Thomas E. Hatch and Alvin J. Silk
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Glen L. Urban: Alfred P. Sloan School of Management, Massachusetts Institute of Technology, 50 Memorial Drive, Cambridge, Massachusetts 02139
Gerald M. Katz: Management Decision Systems, Incorporated, 200 Fifth Avenue, Waltham, Massachusetts 02254
Thomas E. Hatch: Mattel, Incorporated 5150 Rosecrans Avenue, Hawthorne, California 90250
Alvin J. Silk: Alfred P. Sloan School of Management, Massachusetts Institute of Technology, 50 Memorial Drive, Cambridge, Massachusetts 02139

Interfaces, 1983, vol. 13, issue 6, 38-59

Abstract: An integrated modeling and measurement system, ASSESSOR provides management with forecasts and diagnostic information about the sales potential of new packaged goods before they are test marketed. Over the past decade, Management Decision Systems has applied the methodology to 450 new products. A study indicates that ASSESSOR has helped reduce the failure rate of new products in test market by almost a half and saved the 100 client firms an estimated $120 million.

Date: 1983
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