Selecting best concepts from numerous candidates requires a large sample and is time-consuming. This study adopts Generalizability Theory to compare psychometric quality and predictive accuracy of the traditional sequential monadic test and Adaptive Concept Screening (ACS). The data were made available by a packaged goods company using sequential monadic test and ACS among two independent groups of respondents to screen the same 50 product concepts. The results indicate that ACS requires a significant smaller sample of respondents to achieve a necessary minimum G-coefficient for decision-making and offers a more discriminating and reliable solution for early stage concept screening.
|Title of host publication||Flexibility, innovation, and adding value as drivers of global competitiveness : private and public sector challenges : proceedings of the Twenty-second Annual World Business Congress, June 25-29, 2013, National Taipei University, Taipei, Taiwan.|
|Publisher||International Management Development Association|
|Number of pages||8|
|Publication status||Published - 1 Jan 2013|
Bibliographical notePaper presented at the 22nd Annual World Business Congress, Jun 25-29, 2013, National Taipei University, Taipei, Taiwan.
ISBN of the source publication: 9781888624120