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Read “Marketing Research Dashboard – Riders Fits New Database into Brand Launch” in your textbook pp. 127 – 129, then address the following questions in a 2 to 3 page APA formatted paper:
1. What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name “Riders?” In your opinion did the company achieve its goal? Why or why not?
2. Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company.
3. In your opinion, should the company give consideration to the development and implementation of Internet-based test marketing strategies? Why or why not?


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