Why Concept and Product Tests Fail to Predict New Product Results

• 1 October 1975
• journal article
• Published by SAGE Publications in Journal of Marketing
• Vol. 39  (4) , 69
• https://doi.org/10.2307/1250602

Abstract

Keywords

• TESTS FAIL
• PRODUCT TESTS
• PREDICT NEW
• NEW PRODUCT
• PRODUCT RESULTS
• CONCEPT AND PRODUCT