1 Evaluate the concept statement. San Francisco Package Goods (SFPG) was one of the largest companies in the United States. In the previous decade, it had had many new-product successes. Their newest venture was an antiperspirant deodorant, based on a new formulation, tentatively called "No Sweat." After a favorable employee reaction to the product, SFPG decided to con- duct a concept test. Production of the new product would require considerable invest- ment in plant and equipment, so SFPG managers planned to base much of their go- no go decision on the results of this test. A concept test, rather than an actual product test, was undertaken because production costs were so great, and also the R&D crew was still trying to make minor improvements in the product. The SFPG marketing department was considered to be one best in the industry. Un- like many other companies, SFPG conducted its own marketing research. Bill Freeland, a recent B.B.A graduate, was asked to prepare the concept statement and to design the testing procedure for No Sweat. His concept statement and portions of his design are presented in Exhibit 1. The study was undertaken using the methodology proposed by Freeland. Approxi- mately 400 phone calls were made to set up the 100 interview appointments. Two of the scheduled subjects (both male) canceled their appointments before being inter- viewed, making the actual sample size 98. Selected results from the experiment appear in Exhibit 2.