Deck 5: Concept Generation

Question 1

Ideation includes conceiving, imagining, and forming ideas.

Answer 1

True

Question 2

Product concept statements should mention one or more benefits the offering will yield.

Answer 2

True

Question 3

A product concept statement is mostly concerned with costs involved in manufacturing.

Answer 3

False

Question 4

Needs assessment is one among many concept generation techniques.

Question 5

Scenario analysis attempts to understand the current and past marketplace conditions.

Question 6

Brainstorming has been shown to be an ineffective method for generating ideas.

Question 7

Creativity is key to converting ideas into concepts.

Question 8

Determinant gap analysis relies on responses to survey questions from competitors.

Question 9

_________ represents ideation activities that a team or company undertakes to amass a valid set of product concepts.

A) Ideation
B) Concept testing
C) Concept generation
D) Concept formation

Question 10

_________ is the conceiving, imagining and forming of ideas.

A) Brainstorming
B) Ideation
C) Concept creation
D) Idea generation

Question 11

A product concept statement includes all of the following except:

A) One or more of the benefits that are expected
B) The general form of the offering
C) Technology that is expected to be used
D) The expected profit from the sales of the product

Question 12

Which of the following are concept generation techniques?

A) Needs assessment
B) Scenario analysis
C) Brainstorming
D) All of the above

Question 13

Needs assessment can be undertaken via:

A) Sales visits and interactions
B) Focus groups
C) Market research
D) All of the above

Question 14

Envisioning product concepts to solve problems in futuristic scenarios is termed:

A) Needs assessment
B) Brainstorming
C) Attribute analysis
D) None of the above

Question 15

Inputs from managers are used in __________.

A) Determinant gap analysis
B) Standard familiarity analysis
C) Conjoint analysis
D) Dynamic scenario analysis

Question 16

What is an ideal range of participants for a brainstorming session?

A) 2-5 participants
B) 6-7 participants
C) 10-12 participants
D) Over 15 participants

Question 17

Product positioning maps are used in the:

A) Attribute-rating method
B) Attribute-ranking method
C) Attitude-rating method
D) Attitude-response method

Question 18

The dynamic leap approach to concept generation is part of a wider set of techniques known as:

A) Needs assessment
B) Brainstorming
C) Conjoint analysis
D) Scenario analysis