The use of production information in test market decisions

Traditionally, evaluations of the decision to test marekt a new product or not have focused almost entirely on the collection of information for the marketing function. However, information gained from test markets can also lead to significant modifications of estimated production costs which, in turn, can cause product decisions to change. The use of information related to production variables as an input to test market decisions is examined. What is posited is that involvement of production personnel in these decisions leads not only to more effective decisions, but also to greater levels of cooperation and integration between the marketing and POM functions.