Marketing researchers could ask consumers if they would prefer to serve their children juice in easy-to-open pouches, plastic bottles with screw-on caps, or individual easy-open boxes. When the consumers tell the researcher which package concept they prefer, they are taking part in which stage of the new-product process?
A)business analysis
B)idea generation
C)development
D)concept testing

Question

Quizplus · Accepted Answer

The stage being described is concept testing, where potential consumers are asked for feedback on different product concepts before further development and investment is made. Choice A, business analysis, comes after concept testing and involves a more thorough examination of the feasibility and profitability of the preferred product concept. Idea generation, choice B, is the stage at which potential product ideas are generated, before any specific concepts are developed and tested. Development, choice C, comes after the concept has been selected and involves producing a physical product and testing it further. Therefore, D is the best choice.

Marketing Researchers Could Ask Consumers If They Would Prefer to Serve