An Illustration of Potential Sources of Concept‐Test Error*
An Illustration of Potential Sources of Concept‐Test Error*
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概念测试错误的潜在来源说明*
DOI：
10.1111/j.1540-5885.2006.00207.x
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发表时间：
2006
期刊：
影响因子：
--
通讯作者：
Gerard A. Athaide
中科院分区：
文献类型：
--
作者：
Richard R. Klink;Gerard A. Athaide
发布前市场分析中需要改进的一个关键步骤是概念测试。本文回顾了有关概念测试固有的三个基本设计决策的文献：（1）刺激设计； (2) 受访者选择； (3)响应测量。通过结合扩散理论的发现，当前的审查确定了概念测试错误的许多潜在来源（例如，未能考虑采用方向可能会无意中掩盖早期采用者的反应）。通过以多种方式复制典型概念测试的探索性研究，本研究说明了传统概念测试的结果如何对受访者的采用取向和所使用的响应措施敏感。这项研究为 NPD 实践提供了启示，包括考虑受访者的采用方向、使用适当的应对措施（例如针对后来采用者的情感问题）以及为后来采用者纳入更多与产品相关的信息和重复接触。
A critical step in prelaunch market analysis needing improvement is concept testing. This article reviews the literature on the three basic design decisions inherent to concept testing: (1) stimuli design; (2) respondent selection; and (3) response measurement. By incorporating findings from diffusion theory, the current review identifies a number of potential sources of concept-test error (e.g., failing to account for adoption orientation could unintentionally mask the response of earlier adopters). Through an exploratory study that replicates in many ways a typical concept test, the present study illustrates how results of conventional concept testing can be sensitive to respondents' adoption orientation and the response measure used. This study offers implications for NPD practice that include accounting for the adoption orientation of respondents, using appropriate response measures such as affective questions for later adopters, and incorporating more product-related information and repeat exposure for later adopters.