The phase of the new-product development process in which a small sample of potential buyers is presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding a product is called:
A) concept testing.
B) customer response testing.
C) idea analysis.
D) test marketing.
E) screening.

Question

Quizplus · Accepted Answer

Concept testing involves presenting a product idea to potential consumers to gauge their reactions and buying intentions before further development.

The Phase of the New-Product Development Process in Which a Small