Chapter 9: Concept Testing

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

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


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