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Concept Testing

By: Robert J. Dolan
  • Format:Print
  • | Pages:9
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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.)

About The Author

Robert J. Dolan

Marketing
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