Order and quality effects in sequential monadic concept testing: methodological details matter in concept-testing practice
Friedman, Michael Schillewaert, Niels
Friedman, Michael
Schillewaert, Niels
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Publication Type
Journal article
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Supervisor
Publication Year
2012
Journal
Journal of Marketing Theory & Practice
Book
Publication Volume
20
Publication Issue
4
Publication Begin page
377
Publication End page
390
Publication NUmber of pages
14
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Abstract
Two methodological effects are examined in sequential monadic concept test methodology. Data come from real-world concept tests in which respondents evaluated three concepts. Clear order effects are identified: concepts are evaluated more highly when shown first, compared with their evaluations in later positions. Furthermore, the quality of a given concept is shown to influence respondent evaluations of the subsequent concept. Following good concepts, subsequent concepts are evaluated less positively and vice versa. The conclusion of this work is that methodological details matter in concept-testing practice. Importantly, awareness of such methodological effects allows researchers to minimize their influence.
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Keywords
Marketing & Sales