Concept testing: The state of contemporary practice

Marketing Intelligence and Planning

Volumn 26, Issue 6, 2008, Pages 649-674

  Peng, Ling ^a   Finn, Adam ^b  

^a LINGNAN UNIVERSITY   (Hong Kong)

^b UNIVERSITY OF ALBERTA   (Canada)

Author keywords

Ideas generation; Market research; New products; Product testing

Indexed keywords

EID: 53749088899     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500810902884     Document Type: Article

References (20)

1. Calantone, R.J., Chan, K. and Cui, A.S. (2006), "Decomposing product innovativeness and its effect on new product success", Journal of Product Innovation Management, Vol. 23 No. 4, pp. 408-21.
2. Cooper, L.G. (2000), "Strategic marketing planning for radically new products", Journal of Marketing, Vol. 64, pp. 1-16.
3. Crawford, M.C. and Di Benedetto, A.C. (2006), New Products Management, 8th ed, McGraw-Hill, New York, NY.
4. Dahan, E. and Hauser, J.R. (2002), "The virtual consumer", Journal of Product Innovation Management, Vol. 19 No. 5, pp. 332-53.
5. Dahan, E. and Srinivasan, V. (2000), "The predictive power of internet-based product concept testing using visual depiction and animation", Journal of Product Innovation Management, Vol. 17, March, pp. 99-109.
6. Garcia, R. and Calantone, R.J. (2002), "A critical look at technological innovation typology and innovativeness terminology: A literature review", Journal of Product Innovation Management, Vol. 19 No. 2, pp. 110-31.
7. Golder, P.N. and Tellis, G.J. (1993), "Pioneering advantage: marketing fact or marketing legend", Journal of Marketing Research, Vol. 30, pp. 158-70.
8. Gourville, J.T. (2005), "The curse of innovation: A theory of why innovative new products fail in the marketplace", Harvard Business School Marketing Research Papers, pp. 05-06.
9. Green, P.E. and Wind, Y. (1975), "New ways to measure consumers' judgments", Harvard Business Review, Vol. 53, July/August, pp. 107-17.
10. Green, P.E. and Srinivasan, V. (1990), "Conjoint analysis in marketing: New developments with implications for research and practice", Journal of Marketing, Vol. 54, pp. 3-19.
11. Krieger, A., Green, P., Lodish, L., D'Arcangelo, J., Rothey, C. and Thirty, P. (2003), "Harnessing the creative potential among users", Journal of Product Innovation Management, Vol. 21 No. 4, pp. 4-14.
12. Lees, G. and Wright, M. (2004), "The effect of concept formulation on concept test scores", Journal of Product Innovation Management, Vol. 21 No. 6, pp. 389-400.
13. Mahajan, V. and Wind, J. (1992), "New product models: Practice, shortcomings and desired improvements", Journal of Product Innovation Management, Vol. 9 No. 2, pp. 128-39.
14. Moore, W.L. (1982), "Concept testing", Journal of Business Research, Vol. 10, pp. 279-94.
15. Ozer, M. (1999), "A survey of new poduct evaluation models", Journal of Product Innovation Management, Vol. 16, pp. 77-94.
16. Page, A.L. and Rosenbaum, H.F. (1992), "Developing an effective concept-testing program for consumer durables", Journal of Product Innovation Management, Vol. 9 No. 4, pp. 267-77.
17. Song, M.X. and Montoya-Weiss, M.M. (1998), "Critical development activities for really new versus incremental products", Journal of Product Innovation Management, Vol. 15 No. 2, pp. 124-35.
18. Tauber, E.M. (1974), "How market research discourages major innovation", Business Horizons, Vol. 17, pp. 22-6.
19. Tauber, E.M. (1981), "Utilization of concept testing for new-product forecasting: Traditional versus multiattribute approaches", in Wind, Y. et al. (Eds), New-product Forecasting, DC Heath, Lexington, MA, pp. 169-78.
20. Urban, G.L., Weinberg, B.D. and Hauser, J.R. (1996), "Premarket forecasting of really new products", Journal of Marketing, Vol. 60, pp. 47-60.