Chapter 9: Concept Testing
Which of the following ways of communication is appropriate for the telephone survey format?
Verbal descripation
While choosing a survey population, a smaller sample size is favorable if:
assess demand quantitatively, occurs early on, survey is costly in time and money
The fraction of customers who are likely to purchase can be improved by:
changing the product design so that the attractiveness of the product increases.
The concept testing phase comes immediately after the __________ phase.
concept selection
Concept testing is distinct from concept selection in that it is based on __________ and relies to a lesser degree on __________.
data gathered directly from potential customers; judgement made by the development team.
The first step of the concept testing process is to:
define the purpose of the concept test.
Which of the following survey format(s) can be used in concept testing?
face to face, telephone, internet, postal, email
Quantity of a product (Q) expected to be sold in a time period will increase with the:
increase in the number of potential customers (N) expected to make purchases during the time period.
While estimating the sales potential the durable products are defined by those which:
last several years, thus having a negligible rate of repeat purchase.
The measure the purchase - intent in a scale of 1 to 5, a score of 3 means that the respondent:
might or might not buy the product.
While choosing a survey population, the development team often selects:
multiple target markets
While choosing a survey population, a larger sample size is favorable if:
required investment to develop and launch the product is relatively high.
As per textbook, testing product concepts can be divided into __________ steps.
seven
Three types of concepts communication methods can be listed as follows in order of increasing richness of the description:
sketch, storyboard, simulation