Publication

Concept testing : a key to successful product development

Authors
Frazer, SA
Date
1994-07
Type
Discussion Paper
Collections
Commerce Division Discussion Paper series
Keywords
creativity, product innovation, goods and services, market analysis, decision making, business development, industrial products, marketing strategies, concept testing, entrepreneurship
Fields of Research
Abstract
Concept testing is a research tool used to assess the market viability of a new product idea prior to incurring the development expense of actually fabricating a product. This paper examines the current literature on concept testing to establish its importance with respect to new product success. The New Zealand mobile radio manufacturer Tait Electronics is used to illustrate how the technique has been applied in this country.
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Permalink
https://hdl.handle.net/10182/1038
Source DOI
Rights
Creative Commons Rights
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