Background Note | HBS Case Collection | November 1989 (Revised March 1992)

Concept Testing

by Robert J. Dolan

Abstract

Describes concept testing products. Presents guidelines for effective design, execution, and interpretation of test procedures. Discusses limitations of these techniques and sets out the situations for which they are appropriate.

Keywords: Marketing; Mathematical Methods; Forecasting and Prediction;

Citation:

Dolan, Robert J. "Concept Testing." Harvard Business School Background Note 590-063, November 1989. (Revised March 1992.)