NEW CRITERIA FOR CONCEPT EVALUATION
Edward M. Tauber
(Professor and Chairman of the Marketing Department of the University of Southern California)
186
Abstract
Traditional concept testing has reached a plateau. Researchers have learned to successfully predict trial but have not discovered a way to determine marketplace success or failure at the concept stage. The key to making progress in this area is to define an opportunity prior to concept evaluation. This article elaborates on ways for defining such opportunities.
Citation
Tauber, E.M. (1984), "NEW CRITERIA FOR CONCEPT EVALUATION", Journal of Consumer Marketing, Vol. 1 No. 3, pp. 13-15. https://doi.org/10.1108/eb008101
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited