Abstract
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.
| Original language | English |
|---|---|
| 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 |
| Pages | 166-173 |
| Number of pages | 8 |
| Publication status | Published - 1 Jan 2013 |
Bibliographical note
Paper presented at the 22nd Annual World Business Congress, Jun 25-29, 2013, National Taipei University, Taipei, Taiwan.ISBN of the source publication: 9781888624120