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
