The phase of new-product development 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 the product is called:

Question

Quizplus · Accepted Answer

Concept testing is the phase of new-product development 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 the product. Therefore, option A is the correct choice. Option B is incorrect because customer response testing is not a commonly used term in the new-product development process. Option C is incorrect because idea analysis is a broader term that covers a range of activities from generating new ideas to evaluating them. Option D is incorrect because test marketing is a later phase in which a complete marketing campaign is launched to a limited geographical area to test the marketability of the product. Option E is incorrect because screening is the preliminary stage in which ideas are evaluated for their feasibility and potential.

The Phase of New-Product Development in Which a Small Sample