Selecting best ideas for new product development

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

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 languageEnglish
Title of host publicationFlexibility, 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.
PublisherInternational Management Development Association
Pages166-173
Number of pages8
Publication statusPublished - 1 Jan 2013

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New product development
Screening
Sequential test
Psychometrics
Predictive accuracy
Coefficients
Generalizability theory
Small sample
Decision making

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

Cite this

PENG, L., & CUI, G. (2013). Selecting best ideas for new product development. In 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. (pp. 166-173). International Management Development Association.
PENG, Ling ; CUI, Geng. / Selecting best ideas for new product development. 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.. International Management Development Association, 2013. pp. 166-173
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PENG, L & CUI, G 2013, Selecting best ideas for new product development. in 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.. International Management Development Association, pp. 166-173.

Selecting best ideas for new product development. / PENG, Ling; CUI, Geng.

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.. International Management Development Association, 2013. p. 166-173.

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

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N1 - Paper presented at the 22nd Annual World Business Congress, Jun 25-29, 2013, National Taipei University, Taipei, Taiwan. ISBN of the source publication: 9781888624120

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N2 - 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.

AB - 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.

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PENG L, CUI G. Selecting best ideas for new product development. In 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.. International Management Development Association. 2013. p. 166-173