Question 1

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

Accepted Answer

The checklist method of generating ideas evolved from early forms of dimensional analysis, which involves breaking down a problem or situation into its fundamental components to explore different dimensions or perspectives. This method encourages systematic exploration of various aspects of a problem or opportunity, leading to the generation of new ideas.

Question 2

Conjoint analysis:

Accepted Answer

The answer of Conjoint analysis:
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Question 3

Conjoint analysis is least likely to be useful for _____.

Accepted Answer

Conjoint analysis is most effective for products where consumer preferences regarding specific attributes are well understood. For new-to-the-world products, consumer preferences and the importance of different attributes may not be clearly defined, making conjoint analysis less useful compared to its application in line extensions, product improvements, and repositioned products.

Question 4

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.

Accepted Answer

The concept described in the statement is dimensional analysis, which involves listing every single physical feature of a product and considering how each feature could be modified or improved to create a new product concept. This approach assumes that creativity is triggered by examining each individual attribute or characteristic of a product, rather than considering the product as a whole or focusing on broad, abstract concepts.

Question 5

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

Accepted Answer

The Component Control template involves identifying and creating a new connection between an internal component of the product and an external component, thereby controlling the relationship between them.

Question 6

Gourmetz, a fast food joint, seeks to launch a new range of organic pizzas. The determinant attributes for the new product range of pizzas are identified as spiciness, flavor, and thickness. The range for each of these attributes is also selected. Cards representing each variant that combines specific levels of determinant attributes are prepared and given to consumers. Then, the best level of each attribute is combined into an overall favorite product. This is an example of _____.

Accepted Answer

This is an example of trade-off analysis where the determinant attributes and their varying ranges are presented to the consumers to identify their overall favorite product. Cost-benefit analysis involves evaluating the costs and benefits of a particular decision, while the VRIO framework and SWOT analysis are strategic management tools used for analyzing the internal and external factors affecting a business.

Question 7

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

Accepted Answer

Trade-off analysis is valuable for industrial product innovation because business buyers tend to make a more rational analysis of product features than consumers. Industrial products are often more complex and require a more detailed analysis of the trade-offs between different features and benefits. Business buyers are also more likely to consider the long-term impact of their purchasing decisions, making trade-off analysis a valuable tool for determining the best product for their needs.

Question 8

Trade-off analysis is unsuitable for major innovations because:

Accepted Answer

Trade-off analysis requires customers to make trade-offs between different attributes of a product. However, for major innovations, customers may not have enough expertise to assess the benefits of the innovation accurately. This lack of understanding can lead to inconsistent responses, making trade-off analysis unsuitable for such innovations. Option A is incorrect since it is essential to conceptualize the innovation and its uses in advance for innovation management. Option B is incorrect as customers' inconsistent reviews do not make trade-off analysis unsuitable but, in turn, indicate a need for more in-depth analysis. Option D is incorrect because customers can provide both positive and negative feedback, and trade-off analysis aims to identify the optimal combination of attributes that satisfy customer preferences.

Question 9

Identify the correct statement regarding conjoint analysis.

Accepted Answer

Conjoint analysis requires the identification of discrete determinant attributes before it can be carried out. Option A is incorrect because conjoint analysis represents a product as a set of attributes. Option B is incorrect because variety-seeking behavior is not specifically considered in conjoint analysis. Option C is also incorrect because purchase occasion is not typically included as a factor in the procedure.

Question 10

According to Goldenberg and Mazursky, _____ is a creativity template that finds a functional dependency between two independent variable features and the interaction may suggest a creative new product.

Accepted Answer

The attribute dependency template finds a functional dependency between two independent variable features and the interaction may suggest a creative new product.

Question 11

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

Accepted Answer

Conjoint analysis is particularly effective for product line extensions as it helps in understanding consumer preferences and trade-offs among existing attributes, which are more predictable in extensions than in entirely new or innovative products.

Question 12

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

Accepted Answer

Checklists are widely used for idea generation as they provide a structured approach to brainstorming and ensure that important factors are not overlooked. SWOT and VRIO frameworks are more commonly used for analyzing and evaluating ideas rather than generating them. Bayesian analysis is a statistical technique and not typically used for idea generation.

Question 13

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

Accepted Answer

The Displacement template involves removing an essential component (and its function) from a product, which leads to a functional change in the product. This approach encourages thinking about how a product can operate or be used differently when a key part is missing.

Question 14

After finding the important attributes on which the available products differ, gap analysis:

Accepted Answer

Gap analysis often involves plotting the findings on perceptual maps to visually represent where products stand in relation to each other and to identify gaps in the market.

Question 15

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

Accepted Answer

Conjoint analysis and factor analysis are both used to identify underlying dimensions in data and assess tradeoffs. Block design is a way to structure experiments or surveys. Decision trees are used in decision-making processes. Semantic feature analysis is mainly used in linguistics to analyze the meaning of words.

Question 16

The assumption behind the use of conjoint analysis is that:

Accepted Answer

Conjoints analysis assumes that a product can be represented as a set or bundle of attributes, and the analysis involves testing various combinations of these attributes to determine customers' preferences. This allows companies to determine which attributes are most important to customers and how changes in those attributes will affect customer satisfaction and purchase behavior.

Question 17

In the context of qualitative techniques that can be used to incorporate customer input into concept generation, analogies that offer the most creative potential are those that:

Accepted Answer

Analogies that balance remoteness and familiarity strike a balance between being too similar to the product being considered which may limit creativity and being too dissimilar which may not be applicable to the product. Such analogies provide a fresh perspective that spurs creativity while still being relevant to the product's features.

Question 18

Checklists typically consist of a _____.

Accepted Answer

Checklists typically consist of a list of questions to ensure all necessary tasks or items are completed or included. Descriptions of features, attributes, or potential target markets may be included in other types of documents, but not necessarily in checklists.

Question 19

Which of the following statements is true of conjoint analysis?

Accepted Answer

Conjoint analysis is a method used to understand how customers value different attributes (features) of a product or service. It involves presenting customers with different product profiles, which are a combination of different levels of attributes. By analyzing the customers' preferences and choices, conjoint analysis can identify which sets of attributes would be most preferred by customers. Therefore, statement D is the only true statement.

Question 20

Advanced versions of conjoint analysis developed by Sawtooth Software, such as _____, are capable of handling far more complex decision scenarios.

Accepted Answer

Adaptive choice-based conjoint analysis is the most advanced version of conjoint analysis developed by Sawtooth Software, capable of handling more complex decision scenarios by adapting to the respondents' choices and altering subsequent questions accordingly. The other options listed are not as advanced as adaptive choice-based conjoint analysis.

Quiz 6: New Product Ideas: Analytical Attribute Approaches