Abstract
The growth of product concept testing in the financial services industry raises the issue of recognising and handling bias created by the nature of measurement instruments. Specifically, the ordering, nature and context of questions affects the results obtained by market potential measures. The results of a credit card concept test which was designed and conducted in an experimental form are presented here. Sequential bias can occur in concept tests and does affect the results of market potential measurements, and provides some guidelines for researchers to assist in dealing with this problem.
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