15 Questions
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.
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.
What is an example of a sample bias that may occur when using electronic survey formats?
bias toward those who are technologically sophisticated
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
When is it recommended to use face-to-face formats in concept testing?
presenting multiple concept alternatives or soliciting ideas for improving a concept
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
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
What are the potential risks of using electronic formats in concept testing?
Sample bias towards technologically sophisticated individuals.
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.
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.
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.
What are the benefits of open-ended interactive formats in concept testing?
Useful for exploratory testing in the early phases of concept development.
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.
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