ITP 326 Midterm Quiz Questions

Based on class material and discussions, which product from this list was NOT developed using ethnographic research techniques? Select one: a. First Apple's mouse b. Zyliss' ice cream scoop c. Tide Pods d. Swiffer's first product e. Kimberly Clark's Huggies Baby Wash

A

Focus groups are recommended to gather people's perceptions on a defined area of interest Select one: True False

A

If a smartphone manufacturer deployed its new product development team to evaluate how the phones of five other competitors in the industry were addressing an important call placing function and used ratings and rankings to quantify the evaluation process, what might you call that? Select one: a. Comparative benchmarking b. Creative analysis c. TRIZ, the Russian method d. Snoop & scoop

A

Internet search is useful for developing promising opportunities. Select one: True False

A

Product concept testing activities rely mainly on data gathered from... Select one: a. Potential users b. Surveys c. Development team members d. Focus groups e. Potential users and development team members

A

The Innovation Tournament Structure is a filtering process to select exceptional opportunities. Select one: True False

A

The Real-Win-Worth-it framework is used to select exceptional opportunities. Select one: True False

A

What is the output of the Concept Development phase? Select one: a. Product concepts b. Preliminary product design c. Design brief d. Control documentation e. Alpha and Beta prototypes

A

What is the output of the Detail Design phase? Select one: a. Control documentation b. Preliminary product design c. Product concepts d. Design brief e. Alpha and Beta prototypes

A

What is the output of the Planning phase? Select one: a. Design brief b. Alpha and Beta prototypes c. Product concepts d. Control documentation e. Preliminary product design

A

What is the output of the System-level Design phase? Select one: a. Preliminary product design b. Control documentation c. Product concepts d. Alpha and Beta prototypes e. Design brief

A

What products are examples of Technology-Push product development processes? Select one: a. Tide pods b. Product-service systems c. Furniture d. Printers e. Sporting goods

A

Which of the following is NOT related to ethnographic research? Select one: a. Performed in a lab b. Used for initial stages of product development c. Anthropological technique d. Observation of use e. Reveals gaps in product use

A

Which problem-decomposition technique is recommended for products with shape is the primary problem? Select one: a. Decomposition by key customer needs b. Decomposition by tasks c. Decomposition by functions and key customer needs d. Decomposition by tasks and functions e. Decomposition by functions

A

Why does empathizing with consumers in a design process help to develop successful consumer packages? Select one: a. Empathy reveals gaps between what people say they do and what people actually do with a packaged product. b. Empathy that comes from observing users enables design thinkers to uncover deep and meaningful technological trends. c. Empathy helps to gain a deeper understanding of cutting-edge packaging technology. d. Empathy enables engineers to talk with consumers by phone to understand their needs.

A

You are working on the design of new inclusive containers for medications using a panel of extreme users (i.e., older adults and people with disabilities). You have collected the following customer statements and now you need to translate them into proper customer needs statements: "I have arthritis. My fingers hurt when I try to open this type of packages. I ask my pharmacist to not give me child-resistant vials. They just annoy me." "I take ten different medications daily. Once a week, I transfer part of them into this weekly pill organizer. Then, I store all my vials in the bathroom's cabinet. I can take the pill organizer with me." "I cannot read these directions. The print is too small. What's more, I have to rotate this small cylindrical vial in order to read the words on the label, see?" Which of the following is NOT a proper need statement coming from these testimonials? Select one: a. The pack is flat so it fits in pockets for portability b. The pack is easy to open for people with weak hands c. The pack has easy to read labeling d. The pack fits easily into bathroom cabinets e. The pack is portable

A

Which design modes are mainly focused on convergent thinking? Select one or more: a. Defining b. Ideating c. Prototyping d. Testing e. Empathizing

A,C,D

A generic product development process is also described as: Select one: a. Product-service systems b. Market-pull process c. Process-intensive process d. Technology-push process e. Complex systems

B

A product concept is an approximate description of... Select one: a. Marketing, engineering, and manufacturing b. Form, working principles, and technology c. Technology, materials, and form d. Target audience, product features, and manufacturing processes e. Form, working principles, and materials

B

Average consumers can articulate latent needs very well when interviewed. Select one: True False

B

The design thinking approach to product development emphasizes which activities? Select one: a. Disciplinary focus, quantitative analysis, early engineering models. b. Non-judgmental brainstorming, interdisciplinary teams, early prototyping. c. Longitudinal socio-technical analysis, quantitative experimentation, formally structured team roles. d. Business-driven approach e. Interaction with late majority users, engineering graphics, careful and meticulous design processes.

B

What is the FOURTH phase of the product development process suggested by Ulrich and Eppinger? Select one: a. Concept development b. Detail design c. Testing and refinement d. System-level design e. Planning f. Production ramp-up

B

What is the THIRD phase of the product development process suggested by Ulrich and Eppinger? Select one: a. Planning b. System-level design c. Detail design d. Production ramp-up e. Testing and refinement f. Concept development

B

What is the outcome of the "Search Internally" phase of the concept generation method suggested by Ulrich and Eppinger? Select one: a. Existing concepts b. New concepts c. Reflection on the process d. Integrated solutions e. Sub-problems

B

What is the output of the Testing and Refinement phase? Select one: a. Preliminary product design b. Alpha and Beta prototypes c. Product concepts d. Control documentation e. Design brief

B

When collecting concept test data by phone, how is a product concept communicated? Select one: a. Using storyboards and simulations b. Using verbal descriptions c. Using prototypes d. None of the options are right; you can't test a product concept by phone e. Using verbal descriptions and sketches

B

Which element is key to start creating a successful new product concept? Select one: a. Inspiration b. Good consumer insights c. Economical success d. Access to technology e. A multidisciplinary team

B

In which design thinking's modes are brainstorming sessions typically used? Select one or more: a. Prototype b. Ideate c. Define d. Empathize e. Test

B,C

Apple and IBM partnered to create apps for Japanese older folks. This is an example of which technique for sensing opportunities? Select one: a. Imitate, but better b. Source mining c. Consider implications of trends d. Pull opportunities from capabilities e. Bug list compilation

C

Identifying customer needs mostly relates to which design thinking activity? Select one: a. Prototype b. Ideate c. Empathize d. Test e. Define

C

What does a Horizon 1 opportunity involve? Select one: a. A new need and a new solution b. An existing not addressed need and an existing solution not in use c. An existing addressed need and an existing solution in use d. An existing addressed need and a new solution e. An existing not addressed need and a new solution

C

What does a Horizon 2 opportunity involve? Select one: a. An existing addressed need and a new solution b. An existing addressed need and an existing solution not in use c. An existing not addressed need and an existing solution not in use d. A new need and a new solution e. An existing not addressed need and a new solution

C

What is the FIRST phase of the product development process suggested by Ulrich and Eppinger? Select one: a. Testing and refinement b. Concept development c. Planning d. System-level design e. Detail design f. Production ramp-up

C

What is the outcome of the "Explore Systematically" phase of the concept generation method suggested by Ulrich and Eppinger? Select one: a. Reflection on the process b. Sub-problems c. Integrated solutions d. New concepts e. Existing concepts

C

Which of the following is not a characteristic of design thinking? Select one: a. Visual and physical method b. Business-driven approach c. Technology-driven approach d. Human-centered approach e. Flexible problem-solving technique

C

Which problem-decomposition technique is recommended for products with high levels of user interaction? Select one: a. Decomposition by functions b. Decomposition by key customer needs c. Decomposition by tasks d. Decomposition by tasks and functions e. Decomposition by functions and key customer needs

C

Your team needs to objectively select product concepts, which tool would you recommend using? Select one: a. Team multi-voting b. Consider pros and cons c. Decision matrices d. Choose based on intuition e. Online survey

C

Which design modes are mainly focused on divergent thinking? (You can select several) Select one or more: a. Testing b. Defining c. Empathizing d. Prototyping e. Ideating

C,D,E

A mock-up of a chainsaw made of foam is an example of a... Select one: a. Simulation model b. None of the options is a good one c. Works-like model d. Looks-like model

D

A specification typically consists of: Select one: a. A set of target values b. A number with units c. None of the options are right d. A metric and a value

D

Product concept selection activities rely mainly on data gathered from... Select one: a. Potential users and development team members b. Potential users c. Surveys d. Development team members e. Focus groups

D

What is the SECOND phase of the product development process suggested by Ulrich and Eppinger? Select one: a. Testing and refinement b. Planning c. Production ramp-up d. Concept development e. System-level design f. Detail design

D

What is the first activity of the concept development phase? Select one: a. Concept generation b. Creating a design brief c. Concept testing d. Identification of needs e. Concept selection

D

What is the outcome of the "Search Externally" phase of the concept generation method suggested by Ulrich and Eppinger? Select one: a. Reflection on the process b. Integrated solutions c. Sub-problems d. Existing concepts e. New concepts

D

When the product development process is still relatively distant from final choices of product concepts to be implemented, what approach to concept testing would likely NOT be used? Select one: a. Have participants go play with the new design b. More interactive questioning and no buying intent items c. Have participants use crayons or dry-erase markers to express their feelings d. Large samples of respondents (n > 1000) and yes-no questions

D

Which method is strongly recommended for initial stages of new product development? Select one: a. None of the options is a good one b. In-depth interviews c. Focus groups d. Ethnographic research e. Usability testing

D

Apple's new product and services are trying to create an ecosystem connected by its software. This is an example of which technique for sensing opportunities? Select one: a. Bug list compilation b. Imitate, but better c. Source mining d. Consider implications of trends e. Pull opportunities from capabilities

E

P&G's Connect and Develop website is an example of which technique for sensing opportunities? Select one: a. Bug list compilation b. Pull opportunities from capabilities c. Imitate, but better d. Consider implications of trends e. Source mining

E

What is the SIXTH phase of the product development process suggested by Ulrich and Eppinger? Select one: a. Detail design b. System-level design c. Concept development d. Planning e. Production ramp-up f. Testing and refinement

E

What is the outcome of the "Clarify the Problem" phase of the concept generation method suggested by Ulrich and Eppinger? Select one: a. Existing concepts b. Integrated solutions c. Reflection on the process d. New concepts e. Sub-problems

E

What is the FIFTH phase of the product development process suggested by Ulrich and Eppinger? Select one: a. System-level design b. Concept development c. Planning d. Detail design e. Production ramp-up f. Testing and refinement

F

A proper customer need statement describes specific product features. Select one: True False

False

Concept screening matrices provide increased resolution than concept scoring matrices. Select one: True False

False

Design thinking involves mainly convergent thinking. Select one: True False

False

Eye-tracking technology is an example of users' self-reported data. Select one: True False

False

Focus groups are recommended to find innovative solutions to problems. Select one: True False

False

Horizon 3 opportunities have low risk for a company. Select one: True False

False

In a functional organization, the organizational links correspond to the development projects. Select one: True False

False

In a project organization, the organizational links are primarily among those who perform similar functions. Select one: True False

False

For a company or brand, innovation is the principal source of _______ and _________

Product differentiation, competitive advantage

An innovation charter must leave the innovation problem unconstrained. Select one: True False

True

Design by analogy NOT always connects nature (source domain) with an artificial application (target domain) Select one: True False

True

Designs are analogous if they share at least one function or behavior, but not necessarily similar structures. Select one: True False

True

Disruptive technologies, in their early stages, typically underperform established products. Select one: True False

True

Nielsen & Landauer showed that, in usability testing, a panel of five users will typically reveal approximately 80-85% of the problems. Select one: True False

True

Online surveys are examples of users' self-reported data. Select one: True False

True

The prototyping activity is both a flaring (i.e., divergent) and narrowing (i.e., convergent) process. Select one: True False

True