Deck 9: Concept Testing

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سؤال
The biggest cause of new product failure is that the:

A)new product idea was not properly communicated to the intended user.
B)intended buyer did not see a need for the item.
C)new product was very costly.
D)new product did not meet its neeD.
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لقلب البطاقة.
سؤال
In the new product development process,the product innovation charter is developed immediately after concept testing.
سؤال
The product innovation charter (PIC)directing new product development eliminates more product ideas than all the other evaluations combined.
سؤال
Prototypes are the least expensive form of concept statement because very few decisions have to be made about the new product to get it into a prototype.
سؤال
To avoid the bazooka effect,the idea source should participate in the initial reaction.
سؤال
Which of the following type of ideas are NOT likely to be eliminated by the product innovation charter (PIC)?

A)Ideas that require technologies the firm does not have.
B)Ideas to be sold to customers about whom the firm has no close knowledge.
C)Ideas that offer the wrong degree of innovativeness.
D)Ideas which differ from those of competitors or current trends.
سؤال
When benefit segments are overlaid onto a perceptual map,it results in a cumulative expenditures curve.
سؤال
The real-time response survey combines the best features of focus groups and surveys and has proved useful in screening new consumer product concepts.
سؤال
Which of the following evaluation precedes the appearance of the concept?

A)Market testing
B)Creation of product innovation charter
C)Concept testing
D)Joint space mapping
سؤال
The first purpose of a concept test is to generate the sales or trial rate that a product would enjoy.
سؤال
The optimum combination of attributes desired by the market can be identified using the cumulative expenditures curve.
سؤال
Virtual reality captures the advantages and most of the disadvantages of the prototype.
سؤال
A complete new product concept is a statement about anticipated product that will yield problem solutions relative to other products already available.
سؤال
Theoretically,the brand closest to the consumer's ideal brand is most likely to be bought.
سؤال
Concept testing,if done properly,is equally effective and useful for all types of products.
سؤال
Pre-BASES is a concept test that provides rough sales predictions.
سؤال
Concept testing can be used for developing an idea,not just for testing it.
سؤال
Benefit segmentation may be used to identify unsatisfied market segments and concentrate the firm's efforts on developing concepts ideally suited to the needs of those segments.
سؤال
During concept testing,the firm will do all of the following EXCEPT:

A)evaluate quality,time,and cost factors.
B)confirm the target market.
C)develop a product positioning statement.
D)perform full screening and begin development.
سؤال
While preparing a product innovation charter (PIC),the earliest evaluation that a firm makes is of ____.

A)its competitors
B)the legal requirements imposed upon it
C)its target market
D)itself and its situation
سؤال
A concept statement developed during the new product development process:

A)describes the technology to be used for manufacturing the product.
B)discusses the results of prototype testing.
C)states a difference and how that difference benefits the customer.
D)lists the guidelines for developing the new product.
سؤال
Once the product innovation charter has selected a market area for focus,which of the following should be done prior to appearance of the concept?

A)Eliminate other existing product concepts.
B)Withdraw all other products of the firm from the market.
C)Study the market which has been selected.
D)Decide the budget allocation for the new product.
سؤال
According to the classic five-point question format of the concept test,the top-two-boxes score is used as an indicator of group reaction and includes the number of people who:

A)definitely would buy or probably would buy the product.
B)probably would buy or might / might not buy the product.
C)might / might not buy or probably would not buy the product.
D)probably would not buy or definitely would not buy.
سؤال
Concept testing was essentially "invented" by ____.

A)industrial firms
B)wholesalers
C)retailers
D)consumer goods firms
سؤال
In creating a concept statement where several concepts are being tested,a firm must:

A)avoid using competitive information at all times.
B)use the same format for all of them.
C)use the commercialized format.
D)include price information.
سؤال
Which of the following questions appears in almost every concept test?

A)Past experience with the organization
B)Appropriate price for the product
C)The distribution channel to be used for the product
D)Intention of buying the product
سؤال
With reference to new product development,which of the following is referred to as the bazooka effect?

A)Capturing the target market by introducing the new product at a low price
B)Quickly blasting out suggestions
C)Enhancing the image of a product by introducing it at a high price
D)Approving a concept solely based on the technical criteria
سؤال
Basically,a product concept is a:

A)physical prototype.
B)product feature.
C)core competency.
D)claim of proposed satisfactions.
سؤال
Which of the following can resist the bazooka effect?

A)Allow the idea source to participate in the initial reaction.
B)Give the authority of rejecting an idea to a single person.
C)Encourage the participants to give an initial reaction based on intuition.
D)Use trained and experienced evaluators for evaluating an idea.
سؤال
If it is simple for a services firm to go from concept to full service description,then it can proceed to:

A)developing the product innovation charter.
B)developing a concept statement.
C)prototype concept testing.
D)analyzing competitors' offerings.
سؤال
The BASES Group is the largest supplier of _____ tests.

A)market
B)concept
C)prototype
D)product use
سؤال
According to the classic five-point question format of the concept test,the number of people who definitely would buy or probably would buy are usually combined and used as an indicator of group reaction.This is called the ____.

A)correlations data
B)top-two-boxes score
C)trial average
D)heuristic calibration
سؤال
Once the concept passes the first hurdle,concept testing will focus next on:

A)estimating the product's sales / trial rate.
B)calculating production costs.
C)approximating materials costs.
D)prototyping the product.
سؤال
Concept testing will most likely work for which of the following types of product?

A)Concepts related to consumer packaged goods.
B)Concepts embodying new art and entertainment.
C)Concepts embodying some new technology that users cannot visualize.
D)Concepts related to a product whose prime benefit is a personal sense.
سؤال
One of the factors based on which a concept can be evaluated for a rough early screen is the "firm worth." It indicates if the:

A)present brand image of the firm is suitable for launching the new product.
B)company has the appropriate technology for manufacturing the new product efficiently.
C)new product project would enhance the firm's competencies.
D)shareholders of the firm approve the introduction of the new product.
سؤال
Which of the following eliminates the greatest number of product ideas?

A)The PIC
B)Market testing
C)Attribute testing
D)Preference testing
سؤال
Which of the following statements is true regarding a commercialized concept statement?

A)It presents the concept statement in promotional style.
B)It presents the product concept with the help of physical prototypes.
C)It includes financial details related to the new product,like budget allocation and expected profit.
D)A commercialized concept statement is developed during the launch phase.
سؤال
Concept testing is a part of the _____ process.

A)development
B)prescreening
C)launch
D)full screening
سؤال
Which of the following concept statement formats captures the advantages of the prototype without most of the disadvantages?

A)Verbal description
B)Diagram
C)Physical prototype
D)Virtual reality
سؤال
The first purpose of concept testing is to:

A)estimate the likely sales or trial rate.
B)identify very poor concepts for early elimination.
C)refine revenue estimates claimed by marketers.
D)identify the technology needed for development.
سؤال
Track Inc. ,is seeking to identify unsatisfied market segments in the health care insurance segment.It wants to concentrate its efforts on developing concepts ideally suited to the needs of these segments.For this purpose,the firm is most likely to employ ____.

A)benefit segmentation
B)a risk / payoff matrix
C)calibrated heuristics
D)promotion segmentation
سؤال
The optimum proportion of attributes desired by a market can be identified with the help of ____.

A)attribute calibration
B)preference regression
C)progression vectors
D)factor analysis
سؤال
Briefly describe the provisos which can be applied by an organization to resist the bazooka effect.
سؤال
Discuss uses of concept testing.
سؤال
Which of the following methods of concept testing combines the best features of focus groups and surveys and has proved useful in screening new consumer product concepts?

A)Group interviews
B)Real-time response surveys
C)Mail surveys
D)Telephone surveys
سؤال
Which of the following adopter groups are the most important for concept testing of new products and,probably,market acceptance?

A)Early majority and late majority
B)Early majority and laggards
C)Innovators and early adopters
D)Innovators and laggards
سؤال
Which of the following brands will be highly preferred by a represented segment on a joint space map?

A)The brand that has the most new features incorporated in it.
B)The brand that is a current "market leader."
C)The brand that is known to be the lowest-priced brand in the market.
D)The brand that is located closest to a segment's ideal branD.
سؤال
Benefit segments are most likely to be identified / described using the ____.

A)risk / payoff matrix
B)cluster analysis
C)trial averages
D)cumulative expenditures curve
سؤال
Briefly discuss the situations in which concept testing will not be useful.
سؤال
Define the method of preference regression.
سؤال
Conjoint analysis may be used to identify ____.

A)survey variations
B)the optimum combination of attributes
C)high-potential gaps
D)the optimum price for the product
سؤال
Describe the real-time response survey procedure.
سؤال
The benefit segments overlaid onto a perceptual map result in a ____,which allows assessment of the preferences of each benefit segment for different product concepts.

A)cumulative expenditures curve
B)risk / payoff matrix
C)joint space map
D)decay curve
سؤال
Which of the following formats of concept testing produces more realistic evaluations but also risks the bias of good or poor advertising copy writing?

A)Narrative format
B)Design
C)Commercialized format
D)Physical prototype
سؤال
Which of the following is an immediate and critical question in concept testing which should be answered prior to all other questions?

A)How likely is it that the respondents would buy?
B)How much do the respondents like the concept?
C)Does the respondent understand the concept?
D)What are the respondents' reactions to price?
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ملء الشاشة (f)
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Deck 9: Concept Testing
1
The biggest cause of new product failure is that the:

A)new product idea was not properly communicated to the intended user.
B)intended buyer did not see a need for the item.
C)new product was very costly.
D)new product did not meet its neeD.
B
2
In the new product development process,the product innovation charter is developed immediately after concept testing.
False
3
The product innovation charter (PIC)directing new product development eliminates more product ideas than all the other evaluations combined.
True
4
Prototypes are the least expensive form of concept statement because very few decisions have to be made about the new product to get it into a prototype.
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فتح الحزمة
k this deck
5
To avoid the bazooka effect,the idea source should participate in the initial reaction.
فتح الحزمة
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فتح الحزمة
k this deck
6
Which of the following type of ideas are NOT likely to be eliminated by the product innovation charter (PIC)?

A)Ideas that require technologies the firm does not have.
B)Ideas to be sold to customers about whom the firm has no close knowledge.
C)Ideas that offer the wrong degree of innovativeness.
D)Ideas which differ from those of competitors or current trends.
فتح الحزمة
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7
When benefit segments are overlaid onto a perceptual map,it results in a cumulative expenditures curve.
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8
The real-time response survey combines the best features of focus groups and surveys and has proved useful in screening new consumer product concepts.
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افتح القفل للوصول البطاقات البالغ عددها 55 في هذه المجموعة.
فتح الحزمة
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9
Which of the following evaluation precedes the appearance of the concept?

A)Market testing
B)Creation of product innovation charter
C)Concept testing
D)Joint space mapping
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10
The first purpose of a concept test is to generate the sales or trial rate that a product would enjoy.
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11
The optimum combination of attributes desired by the market can be identified using the cumulative expenditures curve.
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12
Virtual reality captures the advantages and most of the disadvantages of the prototype.
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13
A complete new product concept is a statement about anticipated product that will yield problem solutions relative to other products already available.
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14
Theoretically,the brand closest to the consumer's ideal brand is most likely to be bought.
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15
Concept testing,if done properly,is equally effective and useful for all types of products.
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16
Pre-BASES is a concept test that provides rough sales predictions.
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17
Concept testing can be used for developing an idea,not just for testing it.
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18
Benefit segmentation may be used to identify unsatisfied market segments and concentrate the firm's efforts on developing concepts ideally suited to the needs of those segments.
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فتح الحزمة
k this deck
19
During concept testing,the firm will do all of the following EXCEPT:

A)evaluate quality,time,and cost factors.
B)confirm the target market.
C)develop a product positioning statement.
D)perform full screening and begin development.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 55 في هذه المجموعة.
فتح الحزمة
k this deck
20
While preparing a product innovation charter (PIC),the earliest evaluation that a firm makes is of ____.

A)its competitors
B)the legal requirements imposed upon it
C)its target market
D)itself and its situation
فتح الحزمة
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فتح الحزمة
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21
A concept statement developed during the new product development process:

A)describes the technology to be used for manufacturing the product.
B)discusses the results of prototype testing.
C)states a difference and how that difference benefits the customer.
D)lists the guidelines for developing the new product.
فتح الحزمة
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فتح الحزمة
k this deck
22
Once the product innovation charter has selected a market area for focus,which of the following should be done prior to appearance of the concept?

A)Eliminate other existing product concepts.
B)Withdraw all other products of the firm from the market.
C)Study the market which has been selected.
D)Decide the budget allocation for the new product.
فتح الحزمة
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فتح الحزمة
k this deck
23
According to the classic five-point question format of the concept test,the top-two-boxes score is used as an indicator of group reaction and includes the number of people who:

A)definitely would buy or probably would buy the product.
B)probably would buy or might / might not buy the product.
C)might / might not buy or probably would not buy the product.
D)probably would not buy or definitely would not buy.
فتح الحزمة
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k this deck
24
Concept testing was essentially "invented" by ____.

A)industrial firms
B)wholesalers
C)retailers
D)consumer goods firms
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فتح الحزمة
k this deck
25
In creating a concept statement where several concepts are being tested,a firm must:

A)avoid using competitive information at all times.
B)use the same format for all of them.
C)use the commercialized format.
D)include price information.
فتح الحزمة
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فتح الحزمة
k this deck
26
Which of the following questions appears in almost every concept test?

A)Past experience with the organization
B)Appropriate price for the product
C)The distribution channel to be used for the product
D)Intention of buying the product
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 55 في هذه المجموعة.
فتح الحزمة
k this deck
27
With reference to new product development,which of the following is referred to as the bazooka effect?

A)Capturing the target market by introducing the new product at a low price
B)Quickly blasting out suggestions
C)Enhancing the image of a product by introducing it at a high price
D)Approving a concept solely based on the technical criteria
فتح الحزمة
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فتح الحزمة
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28
Basically,a product concept is a:

A)physical prototype.
B)product feature.
C)core competency.
D)claim of proposed satisfactions.
فتح الحزمة
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فتح الحزمة
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29
Which of the following can resist the bazooka effect?

A)Allow the idea source to participate in the initial reaction.
B)Give the authority of rejecting an idea to a single person.
C)Encourage the participants to give an initial reaction based on intuition.
D)Use trained and experienced evaluators for evaluating an idea.
فتح الحزمة
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فتح الحزمة
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30
If it is simple for a services firm to go from concept to full service description,then it can proceed to:

A)developing the product innovation charter.
B)developing a concept statement.
C)prototype concept testing.
D)analyzing competitors' offerings.
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31
The BASES Group is the largest supplier of _____ tests.

A)market
B)concept
C)prototype
D)product use
فتح الحزمة
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فتح الحزمة
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32
According to the classic five-point question format of the concept test,the number of people who definitely would buy or probably would buy are usually combined and used as an indicator of group reaction.This is called the ____.

A)correlations data
B)top-two-boxes score
C)trial average
D)heuristic calibration
فتح الحزمة
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فتح الحزمة
k this deck
33
Once the concept passes the first hurdle,concept testing will focus next on:

A)estimating the product's sales / trial rate.
B)calculating production costs.
C)approximating materials costs.
D)prototyping the product.
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فتح الحزمة
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34
Concept testing will most likely work for which of the following types of product?

A)Concepts related to consumer packaged goods.
B)Concepts embodying new art and entertainment.
C)Concepts embodying some new technology that users cannot visualize.
D)Concepts related to a product whose prime benefit is a personal sense.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 55 في هذه المجموعة.
فتح الحزمة
k this deck
35
One of the factors based on which a concept can be evaluated for a rough early screen is the "firm worth." It indicates if the:

A)present brand image of the firm is suitable for launching the new product.
B)company has the appropriate technology for manufacturing the new product efficiently.
C)new product project would enhance the firm's competencies.
D)shareholders of the firm approve the introduction of the new product.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 55 في هذه المجموعة.
فتح الحزمة
k this deck
36
Which of the following eliminates the greatest number of product ideas?

A)The PIC
B)Market testing
C)Attribute testing
D)Preference testing
فتح الحزمة
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فتح الحزمة
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37
Which of the following statements is true regarding a commercialized concept statement?

A)It presents the concept statement in promotional style.
B)It presents the product concept with the help of physical prototypes.
C)It includes financial details related to the new product,like budget allocation and expected profit.
D)A commercialized concept statement is developed during the launch phase.
فتح الحزمة
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38
Concept testing is a part of the _____ process.

A)development
B)prescreening
C)launch
D)full screening
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39
Which of the following concept statement formats captures the advantages of the prototype without most of the disadvantages?

A)Verbal description
B)Diagram
C)Physical prototype
D)Virtual reality
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فتح الحزمة
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40
The first purpose of concept testing is to:

A)estimate the likely sales or trial rate.
B)identify very poor concepts for early elimination.
C)refine revenue estimates claimed by marketers.
D)identify the technology needed for development.
فتح الحزمة
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فتح الحزمة
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41
Track Inc. ,is seeking to identify unsatisfied market segments in the health care insurance segment.It wants to concentrate its efforts on developing concepts ideally suited to the needs of these segments.For this purpose,the firm is most likely to employ ____.

A)benefit segmentation
B)a risk / payoff matrix
C)calibrated heuristics
D)promotion segmentation
فتح الحزمة
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فتح الحزمة
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42
The optimum proportion of attributes desired by a market can be identified with the help of ____.

A)attribute calibration
B)preference regression
C)progression vectors
D)factor analysis
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43
Briefly describe the provisos which can be applied by an organization to resist the bazooka effect.
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44
Discuss uses of concept testing.
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45
Which of the following methods of concept testing combines the best features of focus groups and surveys and has proved useful in screening new consumer product concepts?

A)Group interviews
B)Real-time response surveys
C)Mail surveys
D)Telephone surveys
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46
Which of the following adopter groups are the most important for concept testing of new products and,probably,market acceptance?

A)Early majority and late majority
B)Early majority and laggards
C)Innovators and early adopters
D)Innovators and laggards
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47
Which of the following brands will be highly preferred by a represented segment on a joint space map?

A)The brand that has the most new features incorporated in it.
B)The brand that is a current "market leader."
C)The brand that is known to be the lowest-priced brand in the market.
D)The brand that is located closest to a segment's ideal branD.
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48
Benefit segments are most likely to be identified / described using the ____.

A)risk / payoff matrix
B)cluster analysis
C)trial averages
D)cumulative expenditures curve
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49
Briefly discuss the situations in which concept testing will not be useful.
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50
Define the method of preference regression.
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51
Conjoint analysis may be used to identify ____.

A)survey variations
B)the optimum combination of attributes
C)high-potential gaps
D)the optimum price for the product
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52
Describe the real-time response survey procedure.
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53
The benefit segments overlaid onto a perceptual map result in a ____,which allows assessment of the preferences of each benefit segment for different product concepts.

A)cumulative expenditures curve
B)risk / payoff matrix
C)joint space map
D)decay curve
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54
Which of the following formats of concept testing produces more realistic evaluations but also risks the bias of good or poor advertising copy writing?

A)Narrative format
B)Design
C)Commercialized format
D)Physical prototype
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55
Which of the following is an immediate and critical question in concept testing which should be answered prior to all other questions?

A)How likely is it that the respondents would buy?
B)How much do the respondents like the concept?
C)Does the respondent understand the concept?
D)What are the respondents' reactions to price?
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