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Concept testing |
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| Authors: | William L. Moore |
| Affiliation: | Columbia University, USA |
| Abstract: | This paper is a review of concept testing based on the published literature and a series of personal interviews with leading practitioners. While there is considerable agreement on the usefulness of concept testing, practitioners disagree on the best way to perform them. In addition to highlighting these disagreements, the paper covers general suggestions for improving concept testing. |
| Keywords: | Address correspondence to William L. Moore Graduate School of Business Columbia University New York NY 10027 USA. |
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