Final answer:
In choosing a test market for a new product, representativeness and control are key characteristics to consider. These ensure the test market accurately reflects the target market and allows for the monitoring of marketing efforts.
Step-by-step explanation:
When choosing a test market for a new product, two desirable characteristics are representativeness and control. Representativeness refers to how well the test market reflects the broader target market in terms of demographics, consumer behavior, and market conditions.
It ensures that the findings from the test market can be generalized to the overall market. Control pertains to the ability of the company to monitor and manage the distribution and promotional efforts within the test market.
This enables the company to isolate variables and understand the impact of specific changes on consumer behavior.