8.2 Testing, testing, testing

What is testing? Why test? The first rule of testing; The seven key marketing variables; How to design a test programme; The statistical principles of testing; Samples and sampling methods; Testing for smaller users; Testing when response rates are low; The cost of testing; Monitoring and evaluating test results; Press testing: a summary; Testing in non-print media: DRTV, iTV, Radio; Online digital media. (IDM Marketing Guide, 44 pages)

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