Devil or angel : how virtual testing environment can affect product evaluations

Ling PENG, Yongfu HE, Xiang WAN

Research output: Journal PublicationsJournal Article (refereed)peer-review

3 Citations (Scopus)


While new product evaluation testing plays a pivotal role in the NPD process, there is little empirical evidence on the influence of the virtual testing environment on the evaluation results and the data quality. The present study addresses this gap in the literature by using a split-sample online concept testing-like study to compare the testing results in traditional and virtual environments for five heterogeneous innovations. The findings indicate that both traditional and virtual testing environments yield identical mean scores, while the latter provides higher-quality data given the same sampling design. Early concept or product tests, therefore, may be carried out in a more realistic testing environment using virtual techniques, which could substantially enhance the quality of testing data.
Original languageEnglish
Pages (from-to)415-437
Number of pages23
JournalInternational Journal of Market Research
Issue number3
Publication statusPublished - 1 Jan 2011


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