IDEAS home Printed from https://ideas.repec.org/a/inm/oropre/v18y1970i5p805-854.html
   My bibliography  Save this article

Sprinter Mod III: A Model for the Analysis of New Frequently Purchased Consumer Products

Author

Listed:
  • Glen L. Urban

    (Massachusetts Institute of Technology, Cambridge, Massachusetts)

Abstract

This paper presents a model-based information system designed to analyze test-market results, to assist decision-making for a new frequently purchased consumer product, and to serve as an adaptive control mechanism during national introduction. The model, called SPRINTER, is based on the behavioral process of the diffusion of innovation and can be used normatively in an interactive search mode to find the best marketing strategy for a new product. The input is obtained from test-market data analyzed by statistics and combined with subjective judgments. A Go, On, or No decision is made on the basis of the estimated profit and risk produced by the best marketing strategy. During national introduction the model serves as a “problem-finding” mechanism. It uses early national sales and micro-level behavioral data to diagnose problems in the introduction. It also can be used to search for solutions to these problems as they are recognized. Finally, an application of this model to a real product is reported, this application using an on-line computer program that allows convenient man-system communication.

Suggested Citation

  • Glen L. Urban, 1970. "Sprinter Mod III: A Model for the Analysis of New Frequently Purchased Consumer Products," Operations Research, INFORMS, vol. 18(5), pages 805-854, October.
    • Handle: RePEc:inm:oropre:v:18:y:1970:i:5:p:805-854
    DOI: 10.1287/opre.18.5.805
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/opre.18.5.805
    Download Restriction: no
    File URL: https://libkey.io/10.1287/opre.18.5.805?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Silk, Alvin J. & Urban, Glen L., 1976. "Pre-test market evaluation of new packaged goods : a model and measurement methodology," Working papers 834-76., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Ralf van der Lans & Gerrit van Bruggen & Jehoshua Eliashberg & Berend Wierenga, 2010. "A Viral Branching Model for Predicting the Spread of Electronic Word of Mouth," Marketing Science, INFORMS, vol. 29(2), pages 348-365, 03-04.
    3. Kamrad, Bardia & Lele, Shreevardhan S. & Siddique, Akhtar & Thomas, Robert J., 2005. "Innovation diffusion uncertainty, advertising and pricing policies," European Journal of Operational Research, Elsevier, vol. 164(3), pages 829-850, August.
    4. Scott Morton, Michael S., 2003. "Some perspectives on computerized management decision making systems," Working papers no. 33., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    5. Hauser, John R. & Urban, Glen L., 1975. "A normative methodology for modeling consumer response to innovation," Working papers 785-75., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    6. Chi Chiang & Tsui-Yii Shih, 2015. "Establishment Decision of Experience Stores: Insights into Marketing Effect," Journal of Social Science Studies, Macrothink Institute, vol. 2(1), pages 165-185, January.
    7. Jehoshua Eliashberg & Jedid-Jah Jonker & Mohanbir S. Sawhney & Berend Wierenga, 2000. "MOVIEMOD: An Implementable Decision-Support System for Prerelease Market Evaluation of Motion Pictures," Marketing Science, INFORMS, vol. 19(3), pages 226-243, January.
    8. Urban, Glen L. & Hulland, John S. & Weinberg, Bruce., 1990. "Modeling, categorization, elimination, and consideration for new product forecasting of consumer durables," Working papers 3206-90., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    9. Little, John D. C., 1973. "Brandaid II," Working papers 687-73., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    10. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:oropre:v:18:y:1970:i:5:p:805-854. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.