Franzen, Raymond; Teilhet, Darwin
October 1940
Journal of Marketing;Oct40, Vol. 5 Issue 2, p156
Academic Journal
The article reports on consumer acceptance as a method for evaluating a product and making decisions for improvement and advertising. The challenges of measuring preferences between two products are noted; they primarily are caused by difficulty in determining familiarity with both products and the need for both products to have been on the market for extended periods. Testing by consumer juries and comparison between two products is utilized. The author states a highly effective test is to allow families exposure to a pair of products for an extended period, then determining their preference.


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