Editing Concept testing (section)

==Presentation modes==

Frequently concept testing surveys are described as either monadic, sequential monadic, comparative, or proto-monadic. The terms mainly refer to how the concepts are displayed:

* Monadic. The concept is evaluated in isolation.
* Sequential monadic. Multiple concepts are evaluated in sequence (often randomized order).
* Comparative. Concepts are shown next to each other. 
* Proto-monadic. Concepts are first shown in sequence, and then next to each other.

"Monadic testing is the recommended method for most concept testing. Interaction effects and biases are avoided. Results from one test can be compared to results from previous monadic tests. A normative database can be constructed."<ref>{{cite web|last1=Thomas|first1=Jerry|title=Concept Testing (And The "Uniqueness" Paradox)|url=https://www.decisionanalyst.com/whitepapers/concepttesting/|website=Decision Analyst|publisher=Decision Analyst|accessdate=21 April 2017|ref=2|date=2016-01-11}}</ref> However, each has its specific uses and it depends on the research objectives. The decision as to which method to use is best left to experience research professionals to decide, as there are numerous implications in terms of how the results are interpreted.