Class Notes (839,242)
Canada (511,223)
York University (35,583)
ADMS 4245 (12)


3 Pages

Administrative Studies
Course Code
ADMS 4245
Peter Modir

This preview shows page 1. Sign up to view the full 3 pages of the document.
CHAPTER 8 – Concept Testing Seven-Step Method for testing product Concepts: 1. Step 1: Define the Purpose of the Concept Test. a. Knowing the purpose of the experiment is essential to designing an effective experimental method. 2. Step 2: Choose a Survey Population a. the team should choose a survey population that mirrors the target market in as many ways as possible. In the actual survey, the first few questions are called the “screener questions” b. the sample size of the survey should be large enough that the team’s confidence in the results is high enough to guide decision making. Samples as small as 10 (qualitative feedback for highly specialized procedure) or as large as 1,000 (quantitative feedback) 3. Step 3: Choose a Survey Format a. Face-to-face interaction: it can take the form of intercepts (ie, stopping people at a mall, in a park) b. Telephone: cold calls c. Postal mail d. Electronic mail e. Internet f. Each of these formats present risks of sample bias. It is recommended that the team use face-to-face formats when presenting multiple concept alternatives or when soliciting ideas for improving a concept because of the direct reaction that can be perceived. 4. Step 4: Communicate the Concept a. Verbal description: it is generally a short paragraph or a collection of bullets points summarizing the product concept. b. Sketch c. Photos and renderings d. Storyboard e
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.