Sales wave tests can accurately forecast performance of category-creating products

January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p11
Trade Publication
The article presents the views of Edward M. Tauber, professor of Marketing at Los Angeles, California-based University of Southern California, on sales wave tests which show promise in forecasting performance of category-creating new products. By using this test, the menaces of introducing losers or missed opportunities become low. Tauber said that he had conducted sales wave tests in various product areas. Sales wave-based systems take 12 to 16 weeks as compared to other simulators. But when new products are tested in potentially new categories, the accuracy of results makes the wait worthwhile.


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