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Simultaneous Concept Testing with Computer-Controlled Experiments

G. David Hughes and Jose L. Guerrero
Journal of Marketing
Vol. 35, No. 1 (Jan., 1971), pp. 28-33
DOI: 10.2307/1250560
Stable URL: http://www.jstor.org/stable/1250560
Page Count: 6
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Simultaneous Concept Testing with Computer-Controlled Experiments
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Abstract

One means for reducing the costs and risks associated with developing marketing strategies is simultaneous concept testing. This article explores one technique for simultaneous concept testing-computer-controlled behavioral experiments.

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