Consumer Research Goes Online

Likewise, Coca-Cola is experiencing its most successful brand extension ever with two new flavours of Fruitopia it concept-tested online with hotspcx last year. More than 3,000 respondents took part in an online survey asking questions about their fruit juice preferences. They were presented with a...

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Bibliographic Details
Published in:Marketing 2004-06, Vol.109 (20), p.13
Main Author: Aster, Andrea Zoe
Format: Article
Language:English
Subjects:
Consumers
Electronic commerce
Focus groups
Marketing
Polls & surveys
Product development
Qualitative research
Questionnaires
R&D
Research & development
Streaming media
Success
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Summary:Likewise, Coca-Cola is experiencing its most successful brand extension ever with two new flavours of Fruitopia it concept-tested online with hotspcx last year. More than 3,000 respondents took part in an online survey asking questions about their fruit juice preferences. They were presented with a series of five-point scales or "flavour 'o' meters" on which they rated different attributes of flavour including sweetness and sourness.
ISSN:1196-4650