NPD Test 2

Which of the following internal records serves as a psychological projective technique that may reveal the products or services sought by consumers?

A complaint file

The problem-based ideation process begins with:

A study of the situation

Practitioners urge that a concept statement should:

relate in some way to things familiar to the customer.

A commercialized concept statement:

sounds more like how a product would actually be promoted or advertised to customers.

Which of the following is true of conjoint analysis in concept testing?

Conjoint analysis is extremely useful in concept testing because of its ability to uncover relationships between attributes and customer preferences.

Which of the following industries is most likely to be represented by a late expenditures curve?

Consumer packaged goods

The practice of deliberately pairing a "blue sky" creative person with a "practical" type is called:

Creative abrasion

Studies in the field suggest that the most productive new product teams are _____, which means a greater variety of perspectives. But it also means potential difficulties in reaching a solution acceptable to all.

Cross-functional

Which of the following is true of a decay curve?

Decisions on the risk matrix lead to the idea of a decay curve.

Product attributes used in gap analysis that differentiate between offerings and are important in consumer purchase decisions are called _____ attributes.

Determinant

The underlying premise for _____ is that product concept creativity is triggered by the mere listing of every physical feature of a product, because we instinctively think about how that feature could be changed.

Dimensional analysis

Which of the following is an immediate and critical question in concept testing that should be answered prior to all other questions?

Does the respondent understand the concept?

Which of the following has to be usually supplemented by a narrative statement of the concept in a concept statement?

Drawings

According to the risk/payoff matrix, during the phase of concept/project evaluation of the new products process, a _____ error occurs when a winning product is discarded.

Drop

With reference to scenario analysis, in _____ studies, the focus is on what changes must be made between now and then if the leap scenario is to come about.

Dynamic leap

Which of the following statements is true regarding the people dimension of the evaluation system?

Early in the life of a new product, the product idea may have little support outside of R&D.

Which of the following statements about the new product evaluation process is untrue?

Everything in new product work should be keyed to a Go/No Go decision.

With reference to product attributes, which of the following does the dimensional analysis approach use?

Features

In the context of the issues in the response situation in concept evaluation, _____ are particularly useful when we want respondents to hear and react to the comments of others and to talk about how the product would be used.

Focus Groups

The use of stakeholder contacts as a methodology for gathering information useful for problem analysis involves the use of:

Focus groups

Which of the following is the most common method used to gather qualitative data by directly contacting business or household customers?

Focus groups

Which of the following inputs, in the case of a service, required by the creation process can be best described as the sequence of steps by which the service will be created?

Form

One of the dimensions used by the bothersomeness technique for ranking and sorting problems according to their severity or importance is the _____.

Frequency of the problem

A product attribute that is unlimited in variety and indicates what a product does and how it works is known as the _____ of the product.

Function

The final step of the problem-based ideation process involves:

The development of concept statements for further evaluation

Which of the following statements is true of the cumulative expenditure curve?

The early expenditures curve is representative of product development in technical fields.

In a determinant gap map, _____.

The scoring may seem arbitrary

Which of the following statements is true of surrogate questions?

Their response has little value except to help answer a critical question that cannot be answered directly.

Identify the correct statement with regard to end users as a source of ready-made new product concepts.

They are most likely to generate modest product improvements rather than new-to-the-world products

Which of the following statements is true of creative people?

They tend to be creative throughout their lives and never become uncreative.

The most productive methodology to use for gathering a list of consumer problems is:

To directly contact stakeholders

The analysis of the process by which customers compare and evaluate brands based on their attributes or features is best described by the term _____ analysis.

Trade-off

_____, often called conjoint analysis, is a technique that is commonly used in concept evaluation.

Trade-off analysis

The _____ approach, proposed by W. Chan Kim and Renée Mauborgne, focuses on adjusting key attributes of current products to create customer value systematically.

Value curve creation

In a _____, one assesses the likelihoods of occurrence of high-impact, low-probability events and investigates the threats or new product opportunities they suggest.

Wild-card study

The assumption behind the use of conjoint analysis is that:

a product can be represented as a set or bundle of attributes.

A rolling evaluation means that a project is being assessed continuously, which implies that a firm is dealing with risk via _____.

acceptance or mitigation

In the context of the A-T-A-R model, _____ means the percentage chance that if a buyer wants to try a product, the effort to find it will be successful.

available

A group ideation technique that involves a process where one person presents a thought, another person reacts to it, another person reacts to the reaction, and so on is called _____.

brainstorming

Trade-off analysis is becoming increasingly valuable for industrial product innovation because:

business buyers tend to make a more rational analysis of product features than consumers

Generally speaking, concept testing works best for:

concepts related to consumer packaged goods.

In the context of obtaining product ideas, open idea solicitation is known as:

crowdsourcing

During the concept generation phase of the basic new products process, the goal of product evaluation is to:

cull out the big/sure losers.

Trade-off analysis is unsuitable for major innovations because:

customers without a high level of expertise in the product category may be unable to assess the innovation's benefits.

The initial objective of evaluation in the new products process is to:

determine the likely success of the product concept that has been selected for development.

The A-T-A-R concept is taken from _____.

diffusion of innovation

Role playing:

helps unwilling product users to express their views.

A new product appears first as a(n) _____.

idea

The first purpose of concept testing is to:

identify very poor concepts for early elimination.

_____ analysis is the name of one of the most common analytical tools used to assess tradeoffs.

Conjoint

Which of the following risk strategies typically involves developing a contingency plan to accompany new product development?

Active acceptance

Teltos Inc. is seeking ways to motivate its "creative types." Which of the following ways can be considered by the firm to encourage creativity among the creatives?

Allowing free time for innovation

Which of the following is true of focus groups?

Although the focus group technique is common, the outcome is not always, or even usually, successful.

Which of the following is an example of crowdsourcing?

An eco-friendly apparel store, invites users to submit designs for its new range of ethnic wear on its online platform.

In the context of the A-T-A-R model, _____ means someone in the buying unit hears about the existence of a new product with some characteristic that differentiates it.

Aware

Which of the following attributes of a product indicates how a product provides satisfaction to the user?

Benefit

Which of the following techniques encourages the use of "art" through drawing to facilitate finding connections between ideas?

Brainsketching

The _____ technique uses the magnitude of a problem and the frequency of its occurrence for sorting and ranking problems according to their severity.

Brothersomeness

Which of the following idea-generating techniques evolved from early forms of dimensional analysis?

Checklist

A product concept is a:

Claim of proposed satisfactions.

Which of the following formats of concept testing produces more realistic evaluations but also risks the bias of good or poor advertising copy writing?

Commercialized format

In the context of concept statements, a(n) _____ description presents just the facts (this can even be in bullet points), whereas a(n) _____ description sounds more like how the product would actually be promoted or advertised to customers.

Commercialized, Embellished

With reference to the new product development process, an initial verbal and/or prototype expression that tells what is going to be changed and how a customer stands to gain or lose is best described as a _____.

Concept

_____ is a statistical technique that uses maps of the market to determine how various products are perceived by how they are positioned on the market map.

Gap analysis

Conjoint analysis is used to identify _____.

High-potential Gaps

Which of the following adopter groups are the most important for concept testing of new products and, probably, market acceptance?

Innovators and early adaptors

One of the complicated issues a firm must manage in an open innovation policy is:

Intellectual property protection

Which of the following is the most common source for the needs and problems of stakeholders?

Internal records

Which of the following statements is true regarding the method of user toolkits?

It formally turns the innovation task over, to some extent, to the users themselves.

Which of the following statements is true of a determinant gap map?

It has the tendency of being driven by only managerial judgment.

A new product only really comes into being when:

It meets the goals directed in the products PIC

Which of the following is true of role playing as a research technique?

It would be valuable in instances where product users are unable to verbalize their reactions.

In the context of barriers to firm creativity, strong interpersonal ties between team members tend to lead to:

Lack of creative abrasion

Which of the following would qualify as an outside source of ready-made new product concepts?

Lead Users

_____ are those customers that are sought by a firm for eliciting new product ideas, since they have been associated with a significant current trend.

Lead users

Checklists typically consist of a _____.

List of questions

The evaluation issue during the launch phase in the new product development process that seeks to find out if a firm has proven itself able to make and market an item on a commercial scale is usually carried out by the evaluation task called _____

Market testing

Perceptual gap maps are based on:

Marketplace perceptions of reality

Which of the following risk strategies means that risk is reduced to an acceptable threshold level through the use of tactics such as product redesign?

Mitigation

Common complaints by end users or consumers taken as requests for new products are a direct result of _____.

Omniscient proximity

The phenomenon of _____ is the tendency of respondents to mention minor, but frequently encountered, problems first.

Omniscient proximity

_____ is defined as the process a company employs to externally search for and source research, new technologies, and products.

Open innovation

Among the product attributes, which of the following is a feature?

Structure

With reference to the three inputs required by the creation process, _____ is the source by which the form is attained.

Technology

_____ is defined in product innovation as the power to do work.

Technology

Creative persons:

Tend to benefit from training

After finding the important attributes on which the available products differ, gap analysis:

Plots the findings on maps

Concept testing is a part of the _____ process.

Prescreening

The A-T-A-R model is most akin to a _____.

Pro forma income statement

Prior to proceeding with development of a new product, a group of technical people and intended customers will review a _____ statement to assess its potential.

Product Concepts

Which of the following techniques can suggest new product functions by creating as many verb-object combinations as possible?

Product function analysis

A _____ is an evaluation technique that tells the product team whether it's time to develop a product for serious field testing.

Protocol Check

In the context of the A-T-A-R model, R stands for _____.

Repeat

Identify the process in which participants generate a list of key problems with the product currently in use, then group and prioritize these such that product development can focus on addressing the most important problems.

Reverse brainstorming