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Simultaneous Concept Testing with Computer-controlled Experiments
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Simultaneous Concept Testing with Computer-controlled Experiments
Simultaneous Concept Testing with Computer-controlled Experiments
GH
G. David Hughes
G. David Hughes
JG
Jose L. Guerrero
Jose L. Guerrero
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1 January 1971
journal article
research article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 35
(1)
,
28-33
https://doi.org/10.1177/002224297103500105
Abstract
One means for reducing the costs and risks associated with developing marketing strategies is simultaneous concept testing. This article explores one technique for simultaneous concept testing—computer-controlled behavioral experiments.
Keywords
BEHAVIORAL
MARKETING
CONCEPT TESTING
COMPUTER CONTROLLED EXPERIMENTS
SIMULTANEOUS CONCEPT
TESTING WITH COMPUTER
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Cited by 1 article