Order and quality effects in sequential monadic concept testing: Methodological details matter in concept testing practice.
(2013) European Marketing Academy Conference — Location: Istanbul, Turkey (4.June.2013)
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- Authors
- Abstract
- In the sequential monadic concept testing methodology, respondents evaluate a series of product concepts, and provide ratings of each one. The current research examines sequential monadic methodology and identifies inherent methodological factors which can influence concept ratings. Firstly, order effects are present, such that concepts are evaluated more highly when shown first, compared to their evaluations in later positions. Furthermore, the quality of a given concept is shown to influence respondent evaluations of the subsequent concept. Following good quality concepts, subsequent concepts are evaluated less positively and vice versa. The conclusion of this work is that methodological details matter in concept testing practice. Importantly, awareness of such methodological effects allows researchers to minimize their influence.
- Affiliations
Louvain School of Management Marketing
Citations
Friedman, M., & Schillewaert, N. (2013). Order and quality effects in sequential monadic concept testing: Methodological details matter in concept testing practice. European Marketing Academy Conference, Istanbul, Turkey. https://hdl.handle.net/2078.5/52561