Concept Testing Involves a Focus Group of Eight to 10

question 70

True/False

Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an early version of the ad using illustrative props to explain the ad's basic idea.

Differentiate between null and alternative hypotheses in the context of a one-sample Z-test.

Calculate the standard error of the mean (SEM) and understand its significance in the Z-test.

Apply critical thinking to assess the validity of test results based on Z-values and critical values.

Understand the effect of sample size and population standard deviation on the standard error of the mean.

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Definitions:

Abstracted Individual

A theoretical concept that represents an individual as detached from social relations or context, often used in critiques of traditional economic and sociological theories.

Community Expectations

The shared norms and values within a community that guide behavior and social interactions.

Social Behaviorists

Experts in behavioral science who study how social processes influence individuals' actions, decisions, and interactions within their environment.

Radical Behaviorists

Psychologists who emphasize the study of observable behavior, considering external environmental factors as the primary influence on behavior.