Concept Testing: Articulating Test Questions

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Questions and Answers

What is the first recommended step in concept testing?

Articulate in writing the questions that the team wishes to answer with the test.

What is the purpose of articulating the questions in concept testing?

Knowing the purpose of the experiment is essential to designing an effective experimental method.

What are the primary questions addressed in concept testing?

Which of several alternative concepts should be pursued, how can the concept be improved to better meet customer needs, approximately how many units are likely to be sold, and should development be continued.

Why is choosing a survey population important in concept testing?

To ensure that the population surveyed reflects the target market for the product and to avoid biased inferences based on the concept test. Signup and view all the answers

What are the first few questions in the actual survey called, and what is their purpose?

The first few questions are called the screener questions and are generally used to verify that the respondent fits the definition of the target market for the product. Signup and view all the answers

What is an example of a sample bias that may occur when using electronic survey formats?

bias toward those who are technologically sophisticated Signup and view all the answers

In what situation might an Internet survey be an inappropriate format for concept testing?

testing a television-based computer concept targeted at people without personal computers Signup and view all the answers

When is it recommended to use face-to-face formats in concept testing?

presenting multiple concept alternatives or soliciting ideas for improving a concept Signup and view all the answers

What kind of formats become more appropriate as the purpose of the concept test becomes more focused?

more structured formats such as mail and telephone Signup and view all the answers

When is it advisable to use third parties to collect data in face-to-face formats in concept testing?

when gathering data primarily for use in forecasting demand Signup and view all the answers

What are the potential risks of using electronic formats in concept testing?

Sample bias towards technologically sophisticated individuals. Signup and view all the answers

When is it advisable to use face-to-face formats in concept testing?

When presenting multiple concept alternatives or soliciting ideas for improving a concept. Signup and view all the answers

What is the purpose of using third parties to collect data in face-to-face formats in concept testing?

To avoid sympathy bias and gather data for forecasting demand. Signup and view all the answers

Why might an Internet survey be an inappropriate format for concept testing?

For testing a television-based computer concept targeted at people without personal computers. Signup and view all the answers

What are the benefits of open-ended interactive formats in concept testing?

Useful for exploratory testing in the early phases of concept development. Signup and view all the answers

Study Notes

Concept Testing Overview

The initial step in concept testing is defining the objectives and goals to understand what needs evaluation.
Articulating questions helps guide the research, ensuring that findings address specific insights and concerns.

Purpose of Questions in Concept Testing

Questions in concept testing clarify consumer perceptions, preferences, and the overall viability of the concept.
Primary questions typically revolve around the concept's appeal, clarity, and differentiation from competitors.

Importance of Survey Population

Selecting an appropriate survey population is crucial to obtain relevant and representative insights that reflect target market preferences.

Survey Structure

The first few questions in a survey are known as screening questions, designed to qualify respondents and ensure they fit the target demographic.

Sample Bias in Electronic Surveys

A common bias in electronic surveys is self-selection bias, where individuals with strong opinions are more likely to respond, skewing results.

Internet Survey Limitations

Internet surveys may be inappropriate for concept testing if the target audience lacks internet access, potentially leading to unrepresentative data.

Face-to-Face Format Recommendations

Face-to-face formats are advised when nuanced reactions and deeper insights are necessary, such as when testing emotionally charged concepts.

Focused Concept Testing

As concept testing goals become more specific, interactive formats, such as workshops or focus groups, are more suitable to gather enriched feedback.

Third-Party Data Collection

Utilizing third parties for data collection is recommended when there is a need for neutrality to avoid bias and enhance credibility in feedback.

Risks of Electronic Formats

Potential risks of using electronic formats include data security issues, reduced respondent engagement, and limitations in capturing in-depth feedback.

Purpose of Third-Party Involvement

Third parties can maintain objectivity and facilitate more honest responses, thus fostering a more accurate assessment of concepts.

Benefits of Open-Ended Formats

Open-ended interactive formats allow for richer qualitative insights, enabling respondents to express thoughts freely, uncovering unexpected feedback and ideas.

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Description

Learn about the importance of articulating test questions in concept testing. This step is crucial for designing an effective experimental method and is closely related to defining the purpose in prototyping.