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While simulation and controlled pretest‐marketing approaches are increasingly used, the traditional test marketing is still the most widely used approach for product and marketing programme testing. For several decades now, the most popular research and professional approach to test market selection has involved the search for an “average” America for test marketing. Discusses the problems associated with this approach and argues that the US is very diverse regionally and, consequently, “middletowns” do not exist. Recommends a multivariate approach for city segmentation to develop homogeneous sets of cities from which test markets may be selected for control and testing purposes. The study also discusses the empirical findings and managerial implications along with ways to validate the recommended approach.

The purpose of this paper is to present an approach to identify the knowledge, skills, and abilities required by a job market by systematically analyzing classified advertisements of position openings. It suggests appropriate methodological techniques to conduct such a study and compares these to traditional methods.

While this paper discusses several methods used to assess the skill, knowledge, and ability (SKA) needs in the marketing research industry, it focuses on a new approach: content analysis. Content analysis is a systematic and an objective qualitative research technique used to identify the needs of hiring firms through the analysis of classified advertisements of position openings in marketing research. These openings (listings available online and through print classified advertisements) can be examined for the general and specific marketing research skills and knowledge areas identified as critical workplace competencies for employers.

Content analysis is an alternative, or supplemental method, not meant to replace, but rather to enhance other methods of assessing the industry's SKA needs.

Human resource managers and personnel responsible for developing professional training and development programs will also benefit from these findings. Assessment results can also be useful in designing marketing research programs, adjusting existing marketing research curricula, and enhancing marketing research career service development efforts.

While content analysis has previously been used to assess advertisements, this is a unique application of the method which adds objectivity to marketplace assessment.

Demonstrates the usefulness of combining retail market segmentation with competitive analysis as a very effective method to understand the dynamics of retail markets and to analyse strategic options for supermarket chains. Attempts to advance the market segmentation research by narrowing the gap between the academically oriented research on segmentation and the practical application of segmentation research. Applies the recommended methodology to a largescale investigation and discusses the empirical findings along with strategic implications for supermarket retail chain organizations.

Data collected from 202 large and 92 small consumer goods manufacturing firms were analysed to examine the perceptions and experiences of these companies with test marketing as part of their new product development strategy. Seventy six per cent of the large companies and twenty four per cent of the small firms in the study test marketed their new products before full‐scale introduction. Chi‐square analysis indicated a relationship between firm size, type of business/industry, the scope of marketing operations, and whether the firm conducted test marketing or not. Cost, time constraints, and the generic nature of the product were the most prominent reasons cited by all firms for not conducting test marketing. In addition, small firms cited their size as amajor reason they did not engage in test marketing.