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