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The ASSESSOR Pre-Test Market Evaluation System

Author

Listed:
  • 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)

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.

Suggested Citation

  • Glen L. Urban & Gerald M. Katz & Thomas E. Hatch & Alvin J. Silk, 1983. "The ASSESSOR Pre-Test Market Evaluation System," Interfaces, INFORMS, vol. 13(6), pages 38-59, December.
    • Handle: RePEc:inm:orinte:v:13:y:1983:i:6:p:38-59
    DOI: 10.1287/inte.13.6.38
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    Cited by:

    1. Peter A. Diamond & Jerry A. Hausman, 1994. "Contingent Valuation: Is Some Number Better than No Number?," Journal of Economic Perspectives, American Economic Association, vol. 8(4), pages 45-64, Fall.
    2. Jerry A. Hausman, 1996. "Valuation of New Goods under Perfect and Imperfect Competition," NBER Chapters, in: The Economics of New Goods, pages 207-248, National Bureau of Economic Research, Inc.
    3. Jayson Lusk & Leatta McLaughlin & Sara Jaeger, 2007. "Strategy and response to purchase intention questions," Marketing Letters, Springer, vol. 18(1), pages 31-44, June.

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