Deck 6: Marketing Research in High-Tech Markets

Question 1

The following are steps in the Quality Function Deployment process except

A)collect the voice of the customer.
B)collect customer perceptions of competitive products.
C)transform customer insights into specific design requirements.
D)conduct a conjoint study to determine the importance of different attributes.
E)all of the above are steps in the QFD process.

Answer 1

D

Question 2

Which of the following is not identified as an insight from empathic design?

A)work-arounds,or ways that users have developed to cope with imperfect situations
B)ways in which users have customized the product to their own needs
C)unique usage situations for the product
D)identification of what the high-tech company is technologically capable of delivering
E)circumstances that prompt people to use a product or service

Answer 2

D

Question 3

The attribute of laptop computers to be fairly immune to bumps and roughness in handling is an example of:

A)one-dimensional quality.
B)must-be quality.
C)attractive quality.
D)customer-defined quality.
E)durability.

Answer 3

B

Question 4

______________ are customers that may face needs months or years before the bulk of the marketplace and,as such,are positioned to benefit significantly by obtaining solutions to those needs now.

A)Innovators
B)Early adopters
C)Beta testers
D)Lead users
E)Pioneers

Question 5

Which of the following is most useful for developing information that might lead to incremental innovations?

A)customer visit programs
B)empathic design
C)focus groups
D)lead user research
E)guided intuition

Question 6

______________ should perform observational studies.

A)Cross disciplinary teams
B)Anthropologists
C)Product development engineers
D)Marketing researchers
E)Product managers

Question 7

The difference between prototypes and beta versions is that beta versions are

A)tested in the lab.
B)tested in the field.
C)conceptual models.
D)not as useful for identifying problems.
E)ready for commercial release.

Question 8

Conjoint analysis

A)is particularly useful for developing breakthrough products.
B)enables the analyst to assess how potential customers make trade-offs among different product attributes.
C)is not useful when there are more than three attributes under consideration.
D)should not be used for making pricing decisions.
E)both a & b

Question 9

The most successful customer visit programs

A)are freeform in nature.
B)focus on a specific customer type.
C)are conducted by market researchers.
D)are really "disguised" sales calls
E)take every opportunity to ask questions.

Question 10

Driven innovation differs drastically from concept testing in that it:

A)taps the collective wisdom of a community for product development and innovation.
B)it better uses the resources of the firm.
C)it concentrates the research on a specific customer group.
D)it creates a "control" for all R&D done in the lab
E)it segregates the research process in order to better analyze customer input.

Question 11

______________ is a research technique that focuses on understanding user needs through observation rather than from users' direct articulation of their needs.

A)Lead user research
B)Conjoint analysis
C)Empathic design
D)Beta testing
E)None of the above

Question 12

Which of the following is not a particularly useful process for idea generation?

A)surveys
B)observation
C)brainstorming
D)focus groups
E)depth interviews

Question 13

Designed customer visit program offers the following benefits except

A)interactive conversation.
B)inclusion of multiple decision makers.
C)firsthand knowledge.
D)cross-functional understanding.
E)statistical conclusion validity.

Question 14

Step process to incorporate lead user into market research except:

A)conducting pragmatic visits to lead users.
B)identifying and questioning lead users.
C)identifying important market/technical trends.
D)developing the breakthroughs.
E)projecting the lead user data onto the larger market

Question 15

Empathic design is a research technique based on the idea that:

A)intuition is not an effective guide for decision making.
B)standard research tools provide the most useful information.
C)customers should be able to quantify their needs.
D)users may not be able to articulate their needs clearly.
E)customers can envision the way new technology might be used.

Question 16

Driven innovation:

A)Technology tools to facilitate it.
B)The economics of product development costs and high failure rates.
C)Customers' expectations about their role in the business strategy.
D)All of the above are factors that explain the interest in customer-driven innovation.
E)None of the above are factors that explain the interest in customer-driven innovation.

Question 17

Step process to conduct empathic design except:

A)observation.
B)quantifying the data.
C)developing prototypes of possible solutions.
D)reflection and analysis.
E)brainstorming for solutions.

Question 18

Which of the following is most useful for developing information that might lead to breakthrough products?

A)survey research
B)focus groups
C)conjoint studies
D)customer visit programs
E)concept tests

Question 19

Tech firms because:

A)it will be pivotal in addressing ecological stress on the planet.
B)it is well on the way to inventing the first affordable,high volume alternative fuel source.
C)it provides biological insight to new product innovations that solve a vast array of problems.
D)it is a cutting-edge science focused primarily on biotech innovations.
E)it is the leading source of comparative information on the interconnectedness of science and technology.

Question 20

The Kano concept:

A)is a planning approach that links customer requirements,competitive data,and design parameters.
B)uses the voice of the customer to ensure a tight correlation between customer needs and product design specifications.
C)is a graphical representation between types of product attributes and levels of customer satisfaction dissatisfaction).
D)reduces design time by 40% and design costs by 60%.
E)identifies the types of attributes that must be present in order to ensure the product is functional.

Question 21

Tech products is difficult for all of the following reasons EXCEPT:

A)No market research exists for disruptive technologies.
B)Oftentimes,no historical data exists.
C)Companies and inventors often have commitment biases about technologies.
D)There are no forecasting methods that are well-suited for the complications in high-tech markets.
E)None of the above

Question 22

Driven innovation is often resisted by companies for many reasons.Which one of the following is NOT one of those reasons?

A)Companies believe customers lack the skill base that the product requires.
B)Companies believe customers lack sophisticated knowledge.
C)Companies believe it gives customers too much power.
D)Engineers view customer innovators as rivals who undermine or challenge their creativity.
E)Customers come up with great ideas that the company may not have thought of.

Question 23

Biomimicry exemplifies high technology and corporate social responsibility by engaging in which of the business practices listed below?

A)Biomimicry allows their staff one day per month of volunteer time at other eco- friendly organizations.
B)Biomimicry encourages their partners to donate a percentage of their sales from biologically inspired products to habitat preservation of the organism from which the innovation was derived.
C)Biomimicry buys sensitive habitat,turns it into conservation land and conducts biomimicry research on it.
D)Biomimicry partners with organizations such as the World Wildlife Fund to conduct research on the planet's most highly endangered species.
E)All of the above are ways in which Biomimicry combines high technology with CSR.

Question 24

Which of the following best describes how biomimicry derives solutions from nature?

A)Solutions can mimic nature's forms,processes and ecosystems.
B)Solutions are best derived from one category of organism at a time,as overlapping categories inhibit a company's ability to mimic.
C)Solutions are derived only from living organisms.
D)Solutions are extracted through a careful "hands-off" approach.
E)Solutions are derived separately from the relationships in nature by studying the biology of a single organism at a one point in time.

Question 25

Of the Biomimicry Design Spiral,scientists "biologize" the problem by asking what question?

A)How does nature achieve this function in the environment?
B)How does nature NOT perform this function?
C)What are the climate and nutrient conditions where this function is performed?
D)Is there a social aspect for the organization in nature?
E)All of the above help biomimicry "biologize" the problem.

Question 26

Creation in what way?

A)Grupthink emails surveys to competitors to gauge their level of co-creation.
B)Grupthink functions as a feedback community for their own business as well as others.
C)Twice annually,Grupthink holds virtual focus groups to discuss applications for their innovation.
D)Grupthink uses social networking sites such as Facebook,Myspace,and Twitter to obtain feedback.
E)Grupthink sells capabilities to hold virtual meetings where customers are interviewed in regards to their experience with certain products.

Question 27

Creation in product design except:

A)Apache,Linux,Firefox.
B)Boeing 787 Dreamliner.
C)Staples office supplies retailer).
D)VW's payment to past customers to join a forum for product upgrades.
E)Sun Microsystems' Java Center.

Question 28

The __________________ forecasting technique is used before preliminary sales figures are available and for products for which there exists no closely related competition.

A)Delphi Method
B)Analogous data
C)Bass Model
D)Bell Curve Method
E)Early Adopter Meter

Question 29

Which of the examples below describe biomimicry?

A)The solutions provided by biomimicry are generally free of hazards to the environment.
B)Biomimicry calls on expertise from multiple disciplines to work together to solve problems.
C)Biomimicry often generates disruptive technologies.
D)Biomimicry offers sustainable solutions,because it mimics the earth's solution to a given problem.
E)All of the above examples describe biomimicry.

Question 30

Step process:

A)mimics nature,which every industry can potentially learn from.
B)focuses on feedback loops that identifies new challenges after one set of issues has been addressed.
C)after identifying the problem and looking at it from a variety of angles,finds "experts" in nature organisms)that solve a particular problem.
D)identifies outliers which provide novel insights to the problem at hand.
E)tends to be most useful for those industries that are more "biological" in orientation,rather than industries that rely on chemicals or industrial goods.

Question 31

The Bass Model assumes that new product adopters are influenced by which two types of communications?

A)mass media and interpersonal communications
B)blogs and wikis
C)scholarly journals and reviews
D)competitor reaction and commercials
E)popular technology magazines and websites