Glen L., John R. Hauser, William J. Qualls, Bruce D. Weinberg,
Jonathan D. Bohlmann and Roberta A. Chicos (1997), "Validation
and Lessons from the Field: Applications of Information Acceleration,"
Journal of Marketing Research, 34, 1, (February), 143-153.
strong management interest in the use of multimedia stimuli
to gather data with which to forecast consumer response to really
new products. These vivid methods have high face validity and
are attractive to top management, but they have only begun to
be tested for validity. The authors evaluate one virtual representation
called information acceleration (IA) that has been applied eight
times to consumer and business-to-business products. They report
on three tests of validity - two internal and one external.
The first internal test compares the ability of IA to represent
a physical automobile showroom and salesperson. The second internal
test compares the ability of IA to represent the interpersonal
interaction of a medical technician with a physician when evaluating
a new medical instrument. The external test compares forecasts,
made in 1992 for a camera launched in 1993, with actual sales
for 1993 and 1994. The authors also compare actual sales to
forecasts modified for the actual marketing plan and for an
unforeseen negative Consumer Reports article. Using real-world
applications of IA as a basis, the authors conclude with a summary
of the lessons that have been learned during the past five years.