Deck 7: Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques

Question 1

Dimensional analysis involves listing all of the physical features of a product type.

Answer 1

True

Question 2

Analogy is used heavily as part of the problem-solving step in problem-based methods.

Answer 2

True

Question 3

The displacement template,presented by Goldenberg and Mazursky,involves removing one of the components of the product and replacing it with one from another environment.

Answer 3

False

Question 4

The assumption behind the use of _____ analysis is that a product can be represented as a set or bundle of attributes.

A)semantic
B)conjoint
C)object-oriented
D)fundamental

Question 5

Conjoint analysis is a technique that is more commonly used in ____.

A)opportunity identification
B)opportunity selection
C)development
D)concept evaluation

Question 6

Information acceleration is a method of analysis which uses a two-dimensional matrix for studying consumer preferences of product attributes.

Question 7

Checklists are one of today's most widely used idea-generating techniques.

Question 8

Conjoint results are a valid early indicator of ultimate product success,at least for product line extensions.

Question 9

A full-profile conjoint analysis is one for which we obtain information on all possible levels of all the product's attributes.

Question 10

Conjoint analysis is more useful in the case of completely new to-the-world products.

Question 11

After finding the determinant attributes (important attributes on which the available products differ),_____ analysis plots them on maps.

A)market
B)gap
C)technical
D)lexical

Question 12

Checklists produce a multitude of potential new product concepts,most of them worthless.

Question 13

Morphological matrix is the simplest format for studying relationships.

Question 14

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.

A)trade-off
B)dimensional
C)fundamental
D)lexical

Question 15

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

A)Technical
B)Leaps
C)Conjoint
D)Fundamental

Question 16

Conjoint analysis is a technique that is more commonly used in opportunity identification.

Question 17

With reference to relationships analysis,utility lever indicates at what point the product affects the customer.

Question 18

Determinant attributes should be identified prior to conducting a conjoint analysis.

Question 19

Path quality analysis is used to estimate the relative preferences of all possible products using only a small subset of "attribute / level" cards.

Question 20

Trade-off analysis is the name of one of the most common analytical tools used for conjoint analysis;conjoint analysis is thus the broader term.

Question 21

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.

A)factor analysis
B)perceptual mapping
C)adaptive conjoint analysis
D)dimensional analysis

Question 22

Conjoint analysis has been shown to provide a valid early indication of ultimate product success for ____.

A)product line extensions
B)new-to-the-world products
C)cost reduced products
D)repositioned products

Question 23

_____ analysis,developed by Sawtooth Software,shows only a few attributes at a time to the respondent and adapts to the respondent as the conjoint exercise goes on.

A)Information acceleration
B)Choice-based conjoint
C)Adaptive conjoint
D)Dimensional

Question 24

All of the following hold true of information acceleration EXCEPT:

A)it provides a rich,virtual concept experience.
B)it allows the respondent to "interact" with a product concept.
C)it provides a faster,cheaper means of evaluating product concepts.
D)it was first applied by General Motors in testing new electric car concepts.

Question 25

Identify the correct statement regarding conjoint analysis.

A)It allows a manager to identify the best market segment for a product.
B)It is most commonly used in opportunity identification.
C)It is most useful in the case of completely new to-the-world products.
D)It cannot be carried out until determinant attributes have been identifieD.

Question 26

Global Corp.wants to launch a new product.The determinant attributes for the product were identified,and the range for each selected.Cards representing new products that combined specific levels of determinant attributes were prepared.Consumers in various countries were asked to sort the cards by preference from top to bottom.This is an example of _____ analysis.

A)lexical
B)semantic
C)competitive
D)trade-off

Question 27

Conjoint analysis is an analytical tool used to assess tradeoffs much like _____ analysis is a tool to develop perceptual maps.

A)factor
B)block
C)features
D)concept

Question 28

Combinations of several attributes to which a respondent states likelihood of purchase using a number between 0 and 100 are known as ____.

A)calibration concepts
B)part-worths
C)fragments
D)feature groups

Question 29

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

A)business buyers tend to make a more rational analysis of product features than consumers.
B)businesses have more funds to spend than consumers.
C)business buyers are interested in quick transactions and long-term relationships with the suppliers.
D)industrial product innovation is relatively simple.

Question 30

_____ is a data analysis technique used by conjoint analysis to find customer's underlying value system patterns within rank order data.

A)Dimensional analysis
B)Fraction analysis
C)Semantic analysis
D)Monotone analysis of variance

Question 31

A virtual reality method such as _____ allows a product concept to be "experienced" within a complete buying environment that is much more realistic than that provided by previous methods.

A)information replication
B)information acceleration
C)information generation
D)information visualization

Question 32

Information acceleration:

A)involves using a two-dimensional matrix for studying consumer preferences of product attributes.
B)simulates the information typically available in a realistic purchase situation.
C)is very inexpensive and has a number of extensions.
D)involves listing all of the physical features of a product type.

Question 33

Conjoint analysis is least likely to be useful for ____.

A)line extensions
B)new-to-the-world products
C)product improvements
D)repositioned products

Question 34

Which of the following techniques is used to estimate the relative preferences of all possible products using only a small subset of "attribute / level" cards?

A)Fractional factorial design
B)Path quality analysis
C)Part-worth's design
D)Finite element analysis

Question 35

Conjoint analysis:

A)involves listing all of the physical features of a product type.
B)can use the output of AR gap analysis to select product attributes.
C)uses virtual prototypes for determining product attributes.
D)is a qualitative technique used to incorporate customer input into concept generation.

Question 36

One new measurement method,called information acceleration (IA),has recently been developed and was first applied by _____ in testing new electric car concepts.

A)General Motors
B)Hyundai
C)Honda
D)Toyota

Question 37

In which of the following types of conjoint analyses is the respondent shown several alternative product choices and asked which one he / she would prefer?

A)Discrete choice analysis
B)Adaptive conjoint analysis
C)Choice-based conjoint analysis
D)Bayesian analysis

Question 38

Conjoint analysis uses monotone analysis of variance (MONANOVA)to identify the:

A)appropriate price for a new product.
B)best market for a new product.
C)strengths and weaknesses of a competitor.
D)customer's underlying value system within the rank order data.

Question 39

Which of the following statements is NOT true regarding conjoint analysis?

A)It is an analytical tool used to develop perceptual maps.
B)It can use the output of AR gap analysis to select product attributes.
C)It assumes that a product can be represented as a set or bundle of attributes.
D)It identifies which sets of attributes would be most preferred by customers.

Question 40

To identify the customer's underlying value system,conjoint analysis uses the rank orderings to estimate the utilities of each level of each attribute for each customer.These utilities are also known as ____.

A)fractional values
B)fractals
C)part-worths
D)contribution margins

Question 41

Explain the terms "utility lever" and "buyer's experience cycle."

Question 42

Which of the following characteristics is unique to a morphological matrix?

A)It is a technique used for perceptual mapping.
B)It is the simplest format for studying relationships.
C)It simultaneously combines more than two dimensions.
D)It may result in new product ideas that do not emerge in any other way.

Question 43

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

A)Checklist
B)AR gap mapping
C)Choice-based conjoint analysis
D)Brainstorming

Question 44

List the guidelines for the use of conjoint analysis.

Question 45

Checklists typically consist of ____.

A)description of features
B)list of questions
C)list of attributes
D)description of potential target markets

Question 46

The simplest format for studying relationships is the ____.

A)attribute ratings perceptual gap map
B)two-dimensional matrix
C)morphological matrix
D)multidimensional matrix

Question 47

How does relationships analysis differ from other concept-generating methods? Identify the two types of relationships analysis techniques.

Question 48

Which of the following is one of today's most widely used idea-generating techniques?

A)Fundamental analysis
B)Information acceleration
C)Checklists
D)Lexical analysis

Question 49

Relationships analysis involves:

A)removing one of the components of the product and replacing it with one from another environment.
B)removing an intrinsic component and its function,in such a way as to functionally change the product.
C)finding relationships among dimensions to generate new product concepts.
D)identifying and creating a new relationship typically between a component internal to the product and one that is external to the product.

Question 50

What is information acceleration (IA)? Explain with an example.

Question 51

The two-dimensional matrix and the morphological matrix are examples of types of _____ analysis.

A)conjoint
B)dimensional
C)gap
D)relationships

Question 52

Identify the creativity template,presented by Goldenberg and Mazursky,which removes an intrinsic component and its function so as to functionally change the product.

A)Attribute dependency template
B)Displacement template
C)Replacement template
D)Component control template

Question 53

Which of the following creativity templates presented by Goldenberg and Mazursky seeks to identify and create a new connection between a component internal to the product and one that is external to the product?

A)Attribute dependency template
B)Displacement template
C)Replacement template
D)Component control template

Question 54

Discuss adaptive conjoint analysis.

Question 55

This creativity template,presented by Goldenberg and Mazursky,finds a functional dependency between two independent variable features and the interaction may suggest a creative new product.

A)Attribute dependency template
B)Displacement template
C)Replacement template
D)Component control template