Description
Consider a new product that you plan to bring to the market (could be a product or service; could be a new-to-the-world product or modification to an existing product). Based on the materials presented in this chapter, outline a concept testing protocol that you would undertake by elaborating on each step.
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Explanation & Answer
Attached.
Concept Testing - Outline
Thesis Statement: The concept testing protocol to be used for the assessment of the consumers'
reactions will serve as my basis for driving the product to the market efficiently. After
completing up-front evaluations, self-analysis, and market analysis, the following steps will form
a firm basis for the completion of concept testing for the vegetarian burger.
I.
II.
Definition of the purpose of concept testing
Choice of Survey Population and Sample Size
III.
Choice of a Survey Format
IV.
Communication of the Concept
V.
VI.
VII.
Measurement of Customer Response
Interpretation of the Results
Reflection on the Results and the Process
Running head: CONCEPT TESTING
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Concept Testing
Name
Institution
CONCEPT TESTING
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Concept Testing
Concept testing involves the utilization of different tools such as surveys, and qualitative
methods to evaluate the extent to which customers will accept a new product before its actual
introduction to the market. The evaluation is, therefore, based on the responses received from the
customers during concept testing. Concept testing serves as a strategic planning tool for
marketers and organizations seeking to introduce new products to the market; by highlighting the
customers' perceptions about the product. It forms an interactive forum for organizations and
customers to exchange critical information in a bid to position the product or service in the right
niche; thus, increasing its chances of success (Peng & Finn, 2008). To demonstrate concept
testing, the text will examine the introduction of a vegetarian burger in the US food market. The
concept testing protocol to be used for the assessment of the consumers' reactions will serve as
my basis for driving the product to the market efficiently. After completing up-front evaluations,
self-analysis, and market analysis, the following steps will form a firm basis for the completion
of concept testing for the vegetarian burger.
Definition of the purpose of concept testing is the first step for introducing the vegetarian
burger in the US market. Before engaging in the real gathering of relevant information, this step
will form a firm basis and a guiding force for the overall exercise towards the achievement of the
desired success levels. Concept testing will be aimed at the identification and elimination of the
inferior concept of the vegetarian burger. The endeavor will expose the potential consumers to a
stimulus ...