Telemarketing Lists
New product testing by telephone is another popular form of dangerous research, although it's simple and it's cheap. Ordinarily in concept testing, we show respondents the written concept. This is a one or two paragraph description of the concept idea that typically contains the product promise, e.g., "Tastes better," and the reason why, e.g., "Made with all fresh, natural ingredients." Sometimes the concept is executed in the form of an advertisement. A television commercial people can see and hear or a print ad they can see and read. Following the presentation of the concept in whatever form, the researchers ask people a series of questions that predict buyer behavior.
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Telemarketing Lists info: In death wish concept testing, researchers read a description of the concept to people over the telephone. Because they're reading and because respondents forget the first sentence by the time they hear the second, researchers must shorten the concept, distill it down to its bare bones. The bare bones sometimes can be as short as a sentence or a couple of phrases. These questions include 5-point, 7-point, and sometimes 10-point rating scales; the researcher gives a respondent the rating scale and a written label or description of each point on a card to read before they answer. See also Business Mailing List.
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