Complete Question:
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. idea generation.
B. screening and evaluation.
C. business analysis.
D. new-product strategy development.
E. concept testing.
Answer:
E. concept testing.
Explanation:
Concept testing can be defined as a marketing technique used by manufacturers and it involves the process of using surveys (both qualitative and quantitative methods) to measure, evaluate or analyze a new idea for a product and service before they're finally made available in the market as a finished product.
Simply stated, concept testing is a quality check used by researchers and basically, involves sampling people's opinions in order to evaluate the acceptance of a product before it is finally introduced to consumers.
For instance, 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 the concept testing stage of the new-product process.
