How far can you rely on a concept test: the generalizability of testing over occasions
University of Alberta
Concept testing, whether traditional (Moore 1982) or conjoint (Green & Wind 1975), is an important tool used to assess the likely market demand and the best customers to target with potential new products early on in their development (Page & Rosenbaum 1992; Ozer 1999; Crawford & Di Benedetto 2006). It uses customer response data to pick likely winners from among the many likely losers, and so is used to help allocate product development resources. Improving...