How far can you rely on a concept test: the generalizability of testing over occasions

In practice, product managers have to assume consumer evaluations of concepts generalise from the time (and research environment) of concept testing to the time (and market environment) of market introduction.

How far can you rely on a concept test: the generalizability of testing over occasions

Ling Peng

Lingnan University

Adam Finn

University of Alberta

Introduction

Concept testing, whether traditional (Moore 1982) or conjoint (Green & Wind 1975), is an important...

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