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When the new-product prototype is ready, it must be put through rigorous functional tests and customer tests. Consumer testing can take several forms, from bringing consumers into a laboratory to giving them samples to use in their homes. Consumer preferences can be measured in several ways. List the three most common ways that consumer preference is measured.
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Marketing Management
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(1) The rank-order method asks the consumer to rank the options in order of preference; (2) the paired-comparison method calls for presenting pairs of items and asking the consumer which one is preferred in each pair; and (3) the monadic-rating method asks the consumer to rate each product on a scale.
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