Title

Picking winners : new product concept testing with item response theory

Document Type

Journal article

Source Publication

International Journal of Market Research

Publication Date

5-2017

Volume

59

Issue

3

First Page

335

Last Page

353

Publisher

Sage Publications Ltd.

Abstract

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness. Study One shows that some items in a multi-item scale better discriminate among concepts with low or high viability, and that tailored selections of items are necessary when testing major innovation or minor improvement concepts. Study Two pinpoints that choosing an effective source of respondents is important to identify popular movies. Although evaluations from ordinary moviegoers are generally more discriminating among movies with different popularity, those from professional critics are more effective for movies of unfamiliar genres. The implementation of IRT and DIF in both studies demonstrates an effective two-step benchmarking procedure for picking up winners for different new concepts.

DOI

10.2501/IJMR-2017-027

Print ISSN

14707853

E-ISSN

25152173

Publisher Statement

Copyright © Warc 2017. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Li, C., Peng, L. & Cui, G. (2017). Picking winners: New product concept testing with item response theory. International Journal of Market Research, 59(3), 335–354. doi: 10.2501/IJMR-2017-027

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