Deck 8: The Full Screen

Question 1

The list of factors used in the scoring model for the full screen should be reduced as much as possible and always kept fluid.

Answer 1

True

Question 2

Those firms that bypass the full screen:

A) are generally larger in size.
B) are generally involved with new product work.
C) tend to have a highly technical development process.
D) are more likely to do a more complete concept test.

Answer 2

D

Question 3

Scoring models are advantageous because of their use of weights as the weightings are not judgmental.

Answer 3

False

Question 4

Raw materials or components supply is one of the technical success factors included in the Industrial Research Institute Scoring Model.

Question 5

If a concept passes the full screen, _____.

A) it enters the concept development stage
B) the next phase in the new products process is development
C) the product innovation charter for the concept is developed
D) it undergoes concept testing

Question 6

The full screen is used as part of concept evaluation to:

A) develop the product innovation charter.
B) help the firm decide whether it should go forward with the concept or quit.
C) plan the process of product launch.
D) help the firm analyze the technical aspects of its competitors' products.

Question 7

The Analytic Hierarchy Process (AHP) is a purely statistical technique used to identify the correlation of specified factors with past successes and failures.

Question 8

When used as a full screen technique, the Analytic Hierarchy Process (AHP) gathers managerial judgment and expertise to identify the key criteria in the screening decision.

Question 9

The primary purpose of the full screen is to:

A) estimate the feasibility of technical and commercial accomplishments.
B) finalize the overall marketing plan for the product.
C) develop and test a prototype of the product.
D) obtain the information required for developing the product innovation charter.

Question 10

Concepts that pass the full screen are "rank-ordered" by attractiveness so that the firm has some options on standby when an ongoing project stalls or is canceled.

Question 11

A single best factor on which the scoring model can be based and which covers both technical and commercial accomplishments and considers all direct and indirect costs and benefits can be termed as the _____.

A) net present value
B) affordability factor
C) internal rate of return
D) capability index

Question 12

Which of the following is most likely to help managers in screening hundreds or even thousands of new product concepts in a year?

A) Reinventing the wheel when a concept similar to one that has been rejected comes up again later
B) Bypassing the full screen to begin technical development
C) Maintaining a record of rejected concepts
D) Cancelling concepts that are unacceptable, but possibly worthwhile

Question 13

Which of the following is an objective of full screening?

A) To add the thoughts of potential users to the set of market data collected
B) To provide data for the product innovation charter
C) To generate pro-forma financials
D) To encourage cross-functional communication

Question 14

Customer strength is one of the commercial success factors in the Industrial Research Institute Scoring Model.

Question 15

A full-screen discourages cross-functional communication.

Question 16

A key role for the product innovation charter is to point out exclusions that are sometimes called culling factors.

Question 17

Which of the following firms is most likely to employ a formal full screening of product concepts?

A) A small firm that is not involved in much new product work
B) A packaged goods firm whose development process is rather nontechnical
C) A firm that has the ability to market its product and is aware of the technical feasibility of its products
D) A firm that is facing major issues of technical feasibility in the new product development process

Question 18

If a concept passes the full screen, the next phase in the new products process is the product launch phase.

Question 19

The first and the easiest part of concept evaluation is called the full screen.

Question 20

The full screen conducted for a concept identifies the feasibility of technical accomplishment and feasibility of commercial accomplishment of the concept.

Question 21

Since factor weightings are of great importance, many firms evaluate the impact of assigned weights through _____.

A) sensitivity testing
B) factor analysis
C) specificity testing
D) profile analysis

Question 22

Which of the following techniques is most likely to be used for product project screening and evaluation?

A) Perceptual gap mapping
B) Scenario analysis
C) Factor analysis
D) Analytic Hierarchy Process

Question 23

Which of the following is considered to be a commercial success factor by the Industrial Research Institute Scoring Model?

A) Competencies or skills
B) Raw materials or components supply
C) Manufacturing capability
D) Proprietary position

Question 24

When combining the individual team member's ratings, if the factors being scored have all-or-nothing, yes-or-no answers, then these factors should be handled by using:

A) benefit segmentation for the given factors.
B) the end points on the semantic differential scale, with no gradations.
C) the Olympic method of dropping the highest and lowest ratings.
D) the risk-payoff model of factor screening.

Question 25

Valclick Inc., during the full screen phase of its new product process, uses an approach that graphically arranges five-point scorings on different factors. Which of the following approaches is Valclick using in this scenario?

A) Sensitivity analysis
B) Factor analysis
C) Profile sheets
D) Specificity testing

Question 26

Which of the following is a technical success factor of the Industrial Research Institute Scoring Model?

A) Proprietary position
B) Raw materials or components supply
C) Market need
D) Customer strength

Question 27

Which of the following methods of combining an individual team member's ratings involves dropping the highest and lowest ratings before averaging?

A) Sensitivity testing
B) Factor analysis
C) Olympic figure-skating method
D) Profiling method

Question 28

The estimation of the likelihood of commercial accomplishment during the screening procedure of the scoring model assesses:

A) whether the firm can create something that will do what its customers want.
B) whether the firm has the resources to develop the product.
C) whether product prototypes can be used to judge real-time market expenses.
D) whether a product can be sold profitably.

Question 29

Comport Corp. automatically dismisses any concept that does not seem to have the potential to be first or second in its market. In this case, Comport is using market share as a _____.

A) surrogate factor
B) culling factor
C) Level One factor
D) conjoint factor

Question 30

The full screen often involves the use of a _____, which is an arrangement of checklist factors with weights (importances) on them.

A) gap map
B) scoring model
C) perceptual map
D) rank order

Question 31

Lia Hwang was asked to attend a new product scoring session in order to explain the special considerations and the intangible benefits unique to the concept she helped develop. Lia's role was to push past normal resistance to change and to see that the concept gets a fair hearing at all turns. Lia is best described as a _____.

A) virtual scorer
B) product champion
C) knowledge manager
D) process facilitator

Question 32

The hierarchical decision tree in the Analytic Hierarchy Process (AHP) will show the manager's ultimate goal at the top. The next level below will include:

A) all the primary criteria the manager considers important in reaching the goal.
B) all the secondary criteria the manager considers important in reaching the goal.
C) new product projects under consideration.
D) projects that had been rejected in the recent past.

Question 33

Which of the following is the most common means of combining the ratings of individual team members in a full screening project?

A) Calculating averages or mean
B) Factor analysis
C) Conjoint analysis
D) Perceptual maps

Question 34

Who among the following is less likely to be a member of the scoring team for a full screening process in an organization?

A) Marketing manager
B) Operations head
C) Technical head
D) General manager

Question 35

_____ is a commercially available software that makes the Analytic Hierarchy Process (AHP) very easy to use.

A) Expert Choice
B) Lotus Notes
C) Cryptix
D) Groupshare

Question 36

Which of the following techniques can be used by a product champion to ensure that the concept gets a fair hearing at all turns?

A) By deciding the weights for the factors included in a scoring model
B) By selecting an appropriate scoring model
C) By establishing culling factors
D) By providing all favorable information

Question 37

The Analytic Hierarchy Process is a form of _____ analysis.

A) attribute
B) factor
C) decision tree
D) predictive

Question 38

In the context of the scoring model, culling factors should generally be established in the _____.

A) marketing report
B) product innovation charter
C) firm's mission statement
D) articles of incorporation

Question 39

The use of weights in scoring models is subject to serious criticism because:

A) weightings are necessarily judgmental.
B) the effect of weightings cannot be measured using sensitivity analysis.
C) they use all-or-nothing, yes-or-no answers as factors.
D) they can be used only for open-ended questions.

Question 40

Star Inc. has restricted its budget for developing new products to $20,000. It automatically vetoes a proposed product if the product scores poorly on the factor of budget during the screening process. In this case, such a factor is known as a _____ factor.

A) Level Four
B) surrogate
C) culling
D) groupware

Question 41

Briefly discuss the technical and commercial success factors included in the Industrial Research Institute Scoring Model.

Question 42

Discuss the objectives of full screen.

Question 43

Discuss the role of individuals as scorers or judges in a scoring model.

Question 44

Explain the analytic hierarchy process.