中文摘要：

在对新产品开发与消费者偏好测试的理论与过程分析的基础上，研究了多产品测试中的测试环境、测试顺序和敏感性之间的内在联系，提出了将体育比赛中的循环组合方法和标尺因子分析概念引入到市场研究领域中的创新理念。研究发现，循环测试模型可以通过对产品系列进行分组整合研究以确保测试结果的经济性、适用性和可靠性，它是一种多元的、创新的新产品测量统计研究方法，并通过实证研究验证了该方法的科学性。

英文摘要：

Based on the theory analysis of product innovation and consumers＇ preference evaluation, the paper explores the inherent relationship among the impact of context, impact of order and impact of carry --over effect in multiple product tests. The study deems that round robin and yardstick are creative ideas for multiple product tests in market research. Further study shows that the Round Robin model can be used to compare three or more products by asking the respondents to evaluate all possible pairs of the products with right cost, applicability and good reliability, so it＇s an advanced and creative statistics method. Besides, an empirical analysis is done, which can verify its scientific.