Picking winners: new product concept testing with item response theory

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
Li, Peng and Cui

Picking winners: new product concept testing with item response theory

Chunyu Li

Guangdong University of Foreign Studies, People's Republic of China

Ling Peng and Geng Cui

Lingnan University, Hong Kong

Introduction

Suppose that you are the brand manager of Coca-Cola and plan to introduce an extension to the cola line and call it ‘Zero’. Although the result of the initial concept testing is encouraging, public reaction to the new product is devastati

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