ABSTRACT
In this chapter, we will address the following questions: 1. When should a company conduct a concept test? 2. What are the ways that a concept description can be shown to survey respondents? 3. How is the purchase intention question used in the concept test? What is the
top-box rule? 4. What are product diagnostics? What are attribute diagnostics? 5. How can a positioning statement be created from the results of a concept test?
