Abstract:
On the basis of practical research experience gained over many years the author has formulated guidelines for the interpretation of product test results. These guidelines are minimum ratings a product should score in a product test if it is to have a chance of survival in the marketplace. The minimum ratings refer to questions that it is common practice to ask in product tests: - preference for the test product; - overall impression of the test product; -comparison with product previously used; - purchasing interest in the test product - price expectation (i.e. how much are the test persons prepared to pay for the test product?). The better a product performs in each category and the more categories there are in which it does so the greater is the probability that the product will not fail in the marketplace on account of its product features. 4 case studies are quoted for illustration.
Research Papers
How reliable are portfolio tests?
Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jörg Rehorn
 
September 1, 1980
Research Papers
How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing
Catalogue: ESOMAR Congress 1988
Author: Jörg Rehorn
 
September 1, 1988
Research Papers
Market research applied to overseas markets
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Claire Donaud, John Kedzierski, Anne Bottier
Company: Unilever
June 15, 1976
