Morris, L. and Abrams, D. and Randsley de Moura, G. and Durlach, P. (2003) Delaying the inevitable? The effects of "time to think" on responses to innovative concepts. European Journal of Marketing, 37 (10). pp. 1440-1456. ISSN 0309-0566.
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Abstract: This article explores how different market research methodologies impact on consumers' responses to innovative concepts. Although there is a fierce competition among companies to be first to the market with innovative products, a recent report has shown that the vast majority of such products fail in the marketplace within a year. To avoid such costly mistakes, companies invest in market research to test the potential market appeal of new product concepts. The most common form of concept test is the "picture-board" technique. This technique normally features a graphic representation of a potential new product, accompanied by a short textual description of it. Various alternative concept-testing techniques have been developed to address this issue, including the "living with the concept" method. This method requires participants to keep materials describing the concept at home for a period of time. During this time they are asked to think about the concept and its uses in their life.
|Uncontrolled keywords:||assessment, Innovation, New products, Tests and testing|
|Subjects:||B Philosophy. Psychology. Religion > BF Psychology|
|Divisions:||Faculties > Social Sciences > School of Psychology|
|Depositing User:||C.A. Simms|
|Date Deposited:||29 Aug 2008 11:22|
|Last Modified:||05 Sep 2011 23:36|
|Resource URI:||http://kar.kent.ac.uk/id/eprint/4396 (The current URI for this page, for reference purposes)|
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