search query: @author Wilby, C. P. / total: 1
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| Author: | Dickinson, J. R. Wilby, C. P. |
| Title: | Concept testing with and without product trial |
| Journal: | Journal of Product Innovation Management
1997 : MAR, VOL. 14:2, p. 117-125 |
| Index terms: | PRODUCT TESTING NEW PRODUCTS PRODUCTS CONCEPT TESTING |
| Language: | eng |
| Abstract: | Potential customers' reactions to new products are often investigated by using concept tests. The responses to a product concept may differ depending on whether the concept test includes a product trial. This study examines the possibility of interactions between product positioning statements and product trial, and whether this combination will evoke different responses than those involving only exposure to the product concept. Analysis of the test results did not reveal any interaction effects between product trial and product positioning. In the case of product line extensions for familiar consumer goods such as toothpaste, effective concept tests do not require product trials. |
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