Deck 10: The Full Screen

Question 1

Culling factors,as specified by the PIC Charter,may lead to the rejection of a concept that has overall "passing" scores.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

Which of the following is NOT an objective of full screening?

A)It helps the firm decide whether it should go forward with the concept or quit.
B)It helps provide data for the product innovation charter.
C)It helps manage the process by sorting the concepts and identifying the best ones.
D)It encourages cross-functional communication.

Question 5

The most serious criticism of scoring models is their use of weights because the weightings are necessarily judgmental.

Question 6

Concepts which pass the full screen are "rank-ordered" by attractiveness such that we have some options on standby when an ongoing project stalls or is canceled.

Question 7

The full screen should generally be carried out just prior to product launch.

Question 8

The full screen should generally be carried out:

A)before developing the product innovation charter.
B)just prior to the onset of technical development.
C)just prior to concept testing.
D)just prior to product launch.

Question 9

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

Question 10

The screening steps assist in managing the new product process in all of the following ways EXCEPT:

A)by cycling "salvageable" concepts back to concept development.
B)by rank-ordering concepts to assure a viable product "pipeline."
C)by compiling data on failed concepts to help avoid future problems.
D)by conducting technological development.

Question 11

With reference to the source of scoring model factor,margins on sales is a surrogate factor considered on level two.

Question 12

If a concept passes the full screen:

A)it enters the concept development stage.
B)it will require a serious increase in commitment of financial and human resources.
C)the product innovation charter for the concept is developed.
D)it undergoes concept testing.

Question 13

The greatest strength of the AHP process is that it effectively removes the bias / impact of product champions.

Question 14

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

Question 15

Full screening is most accurately done by using net present value analysis,which can give absolutely accurate financial estimates even in the earliest stages of the new product development process.

Question 16

The Olympic method is the most common means of combining the ratings of individual team members in a full screening project.

Question 17

With reference to the source of scoring model factor,net present value is a surrogate of level two.

Question 18

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

Question 19

Screening is undertaken 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 20

Since top managers will bear the final responsibility for results,they should be heavily represented in the full screening process.

Question 21

One of the methods used to combine the individual team member's ratings drops the highest and lowest ratings before averaging.Identify the method in discussion.

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

Question 22

Star Inc.automatically vetoes a proposed product if it scores poorly on a few "critical" factors.These critical factors identified by the firm are known as _____ factors.

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

Question 23

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 24

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 25

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

A)Small firms and / or entrepreneurs not doing much new product work.
B)Some packaged goods firms whose development process is rather nontechnical.
C)Firms that know their ability to market the product and the technical feasibility.
D)A firm facing major issues of technical feasibility in the new product development process.

Question 26

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 27

Which of the following is an example of a groupware that can be used to aid the process of combining team members' ratings of new product concepts in a full screening project?

A)Outlook
B)Lotus Notes
C)MSSQL
D)Citrix

Question 28

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 / means
B)Factor analysis
C)Conjoint analysis
D)Perceptual maps

Question 29

Comport Corp.automatically dismisses any concept that does not seem to have the potential to be first or second in its market.The firm is using market share as a ____.

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

Question 30

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 31

Why is the use of weights in scoring models subject to serious criticism?

A)Weightings are necessarily judgmental
B)They 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 32

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

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

Question 33

According to the source of scoring model,which level factors have answers or at least answers that can be estimated better than the factors at higher levels?

A)Level One
B)Level Two
C)Level Three
D)Level Four

Question 34

With reference to the source of scoring model factor,the net present value will be a factor on Level ____.

A)One
B)Two
C)Three
D)Four

Question 35

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

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

Question 36

Identify the member who should be included in the scoring team in a full screening.

A)President
B)Trade union leader
C)General manager
D)Procurement specialist

Question 37

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

A)Cross-functional communication
B)Conducting the full screen prior to concept test
C)Keeping a record of rejected concepts
D)Conducting technical development of the concept prior to the full screen

Question 38

All of the following are surrogates for commercial accomplishment EXCEPT:

A)sales
B)margins on sales
C)marketing / administrative expenses
D)net present value

Question 39

In the absence of accurate present value data,the scoring model relies upon ____.

A)opinions
B)factor analysis
C)market testing
D)surrogates

Question 40

With reference to the source of scoring model factor,which of the following factors will be considered at level two?

A)Net present value
B)Sales
C)Internal rate of return
D)Chances of technical accomplishment

Question 41

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

A)virtual scorer
B)product champion
C)human database
D)process facilitator

Question 42

Explain the analytic hierarchy process.

Question 43

According to the screening model based on Project NewProd,an acceptable risk-return ratio is an example of ____.

A)should-meet criteria
B)must-meet criteria
C)will-meet criteria
D)ideal-meet criteria

Question 44

In reference to the screening model based on Project NewProd,which of the following is included in the "must-meet" criteria?

A)Strategic importance
B)Good strategic alignment between project and strategy
C)Product advantage to the customer
D)Market attractiveness

Question 45

Valclick Inc. ,during the full screen phase of its new product process,prefers a graphical presentation for the evaluation of new product ideas.The screening method that the firm is most likely to prefer is ____.

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

Question 46

With reference to the screening model based on Project NewProd,which of the following is included in the "should-meet" criteria?

A)Availability of raw material
B)Market attractiveness
C)Availability of distribution channels
D)Acceptable risk-return ratio

Question 47

Discuss the NewProd screening model.

Question 48

Discuss the role of a product champion.

Question 49

Discuss the objectives of full screen.

Question 50

_____ systems are computerized scoring systems with the factors developed on the basis of expert experience.

A)Knowledge-based
B)Factor testing
C)Virtual concept
D)Auto-scoring

Question 51

The Analytic Hierarchy Process is a form of _____ analysis.

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

Question 52

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 the appropriate scoring model
C)By establishing culling factors
D)By providing all favorable information

Question 53

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

Question 54

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 55

In a new product development project,at the base of the AHP decision tree are the ____.

A)new products under consideration
B)ultimate goals
C)primary criteria
D)secondary criteria