earch is cost-effective that it will be carried out. In Jones Inc. case, Ms. Shawn was certain that the very best multipack carrier had already been decided, with not much uncertainty left to be explored, the result of a research would not contribute much to the decision making, and as Ms. Shawn was already familiar with the market environment and understood the problem well, the cost of carrying out a test would be greater than the benefit the test was likely to give. So it would only be a waste of time and resources to carry out a test for the multipack carrier. So it was not worthwhile to do a test. However, if a test is judged necessary, the criteria for successConcerning the marketing testing of the new multipacks for consumer acceptance, Mr. Charles Krieger, the president of Jones Inc., suggested that they could place their new multipacks at a few outlets where they were not competing with other manufacturers, give these outlets a special deals on the multipacks for one weekend, and deliver the multipacks and not the single packs at all, then in the third week they would deliver both the multipacks and the single packs, and then station someone at the aisle during the third weekend to observe what customer would choose, and to make a survey, that was to question the customers why they chose the multipacks or the single packs. There were a number of management problem that Jones Inc. faced before they actually released the new multipacks to the market. Firstly, one of these problem was that most parents tended to stick with tried-and-tested diapers as very often the size of the pull-ups was not suitable for the toddler. Secondly, it was very difficult for the company to maintain the margin while replacing the gathers used in diapers with elastic band, which increased the production cost. Thirdly, it was hard to sell large packs as the usage rate per day was less compared to old diapers. So ultimately, the problems facing th...
