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

Author

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  • Saul Sands

    (Marketing Department, Hofstra University, Hempstead, New York 11550)

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.

Suggested Citation

  • Saul Sands, 1981. "How Much Should You Spend on a Marketing Pretest? A Short-Cut Approach," Interfaces, INFORMS, vol. 11(4), pages 62-66, August.
    • Handle: RePEc:inm:orinte:v:11:y:1981:i:4:p:62-66
    DOI: 10.1287/inte.11.4.62
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    Keywords

    marketing: measurement;

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