The Practice of Product Testing in the New Product Development Process: The Role of Model‐Based Approaches
Abstract
Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving goods in the confectionery industry. Aims to give insight into the practical problems and acceptability of such models. Identifies alternatives to the models by examining problems in new product development. Reveals that no standard approaches are common in the confectionery industry especially and suggests that evidence militates against the use of models in the product testing stage of new product development.
Keywords
Citation
Watkins, T. (1984), "The Practice of Product Testing in the New Product Development Process: The Role of Model‐Based Approaches", European Journal of Marketing, Vol. 18 No. 6/7, pp. 14-29. https://doi.org/10.1108/EUM0000000004789
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited