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

Ling PENG, Yongfu HE, Xiang WAN

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

2 Citations (Scopus)

Abstract

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
Volume53
Issue number3
DOIs
Publication statusPublished - 1 Jan 2011

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Testing
Product evaluation
Data quality
Virtual environments
Innovation
Evaluation
Sampling
New products
Empirical evidence

Cite this

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Devil or angel : how virtual testing environment can affect product evaluations. / PENG, Ling; HE, Yongfu; WAN, Xiang.

In: International Journal of Market Research, Vol. 53, No. 3, 01.01.2011, p. 415-437.

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

TY - JOUR

T1 - Devil or angel : how virtual testing environment can affect product evaluations

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AU - HE, Yongfu

AU - WAN, Xiang

PY - 2011/1/1

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N2 - 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.

AB - 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.

UR - http://commons.ln.edu.hk/sw_master/618

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