Abstract
The paper considers the role of test marketing in launching innovative product on market. The analysis of market research methods was made at the stage of pilot production in terms of theoreti- cal and practical components. The problems of methods application in Russian companies are indi-cated. The areas for further development are identified.
Reference8 articles.
1. Секерин В.Д. Инновационный маркетинг. М.: Инфра-М, 2014.
2. Горлевская Л.Э., Секерин В.Д. Моделирование пробного маркетинга за рубежом и в России / Труды 13-х Друкеровских чтений «Современные стратегии инновационного развития». Москва - Новочеркасск: ЮРГТУ (НПИ), 2012.
3. Nikolay Korotkov, Dr. Nicoletta Occhiocupo Simulated Test Marketing In FMCG: some empirical evidence from the Russian market, Academy of Marketing Conference, Liverpool, 5-7 July 2011.
4. Голубков Е.П. Маркетинговые исследования. Теория, методология и практика. М.: Дело и сервис, 2008.
5. Marta Mas-Machuca, Marina Sainz, Carme Martinez-Costa A review of forecasting models for new products, Intangible Capital, Vol. 10, No 1, Spain, 2014.