Question 1

In an attempt to improve the product,a company that manufactures screwdrivers discusses the modification of each attribute,such as replacing the wooden handle with plastic,providing torque power,adding different screw heads,and so on.This creativity technique is called ________.

Accepted Answer

The creativity technique described in the scenario is attribute listing, which involves listing all the attributes or characteristics of a product and brainstorming ways to modify or improve each one. The other listed techniques (mind mapping, morphological analysis, lateral analysis, and reverse analysis) involve different methods of generating and organizing ideas, but do not specifically involve listing and modifying attributes.

Question 2

________ works by listing all the normal assumptions about an entity and then turning them around.

Accepted Answer

Reverse assumption analysis is a technique that involves challenging the assumptions made about an entity by listing all the normal assumptions and then turning them around. This helps to generate new ideas and perspectives about the entity, which can lead to new solutions or insights.

Question 3

The ________ creativity technique begins in a thought that is written down,then proceeds to develop other thoughts that are linked to the first thought,and finally materializes a new idea by associating all the thoughts.

Accepted Answer

The description of the technique matches the process of mind mapping, which involves starting with a central idea and then branching out to related ideas in a non-linear way.

Question 4

A ________ error occurs when the company dismisses a good idea.

Accepted Answer

The term "DROP" stands for "Don't Reject Opportunities for Progress." Therefore, a DROP error occurs when a company dismisses a good idea or opportunity for progress.

Question 5

Morboro Energy,Inc.is a large chain of fuel stations.The company decided to expand its business by incorporating restaurants and automobile service stations as a part of its fuel outlets.This is an example of ________.

Accepted Answer

Lateral marketing involves expanding a business by adding new products or services that are different but related to the existing offerings, such as adding restaurants and service stations to fuel outlets.

Question 6

The ________ technique used for stimulating creativity identifies a problem and then considers the dimension,the medium,and the power source.

Accepted Answer

The morphological analysis technique involves breaking down a problem into dimensions, mediums, and power sources to stimulate creativity and generate new ideas. Therefore, E is the correct choice. Option A (attribute listing) involves breaking down a product or service into its component parts or attributes, while option B (reverse assumption analysis) involves challenging the assumptions underlying a particular situation or problem. Option C (mind mapping) is a visual brainstorming technique that involves creating a map of ideas and associations, while option D (lateral marketing) involves exploring new markets or opportunities for existing products or services.

Question 7

The ________ technique for stimulating creativity lists all the characteristics of an object and then modifies each to try to arrive at a new idea.

Accepted Answer

The given technique is attribute listing, where the characteristics of an object are listed and then altered to generate new ideas. The other methods listed involve different approaches to stimulating creativity.

Question 8

With ________,respondents see different hypothetical offers formed by combining varying levels of the attributes,then rank the various offers.

Accepted Answer

This is the description of conjoint analysis, where respondents are asked to rank different hypothetical offers based on varying levels of attributes. Gap level analysis refers to comparing customers' expectations to their actual experiences, perceptual mapping is a visual representation of customers' perceptions of different brands or products, concept testing is a process of getting feedback on a new product or idea, and morphological analysis is a tool for problem-solving and innovation.

Question 9

Consumer preferences for alternative product concepts can be measured through ________,a method for deriving the utility values that consumers attach to varying levels of a product's attributes.

Accepted Answer

Conjoint analysis is specifically designed to measure consumer preferences for alternative product concepts by determining the utility values consumers attach to varying levels of a product's attributes. It helps in understanding the trade-offs consumers make between different attributes and how they value each attribute. It is a statistical technique that involves presenting respondents with various product profiles (combinations of attributes) and asking them to rate or rank their preferences. By analyzing the data, researchers can estimate the relative importance of different attributes and the ideal levels of each attribute to maximize overall utility for the consumer.

Question 10

Universal Services,Inc.provides communication services to residential and business customers in rural and small urban communities primarily in India.The company offers services such as local and long distance voice,data,and Internet and broadband product offerings.The company,in an attempt to increase the attractiveness of its offerings,decides to provide special voice and data packages to its customers.The company designs eight different packs that offer varying voice and data benefits to customers.The company then asks a few of its customers to rank the packs in order to choose two best packs.Which of the following testing methods is being used in the above scenario?

Accepted Answer

The testing method being used in the above scenario is conjoint analysis. Conjoint analysis is a research technique used to determine the preferences of customers towards different product features or attributes. In this scenario, the company is testing the preferences of its customers towards different voice and data packages, which are the product features. By asking customers to rank the packs, the company can use conjoint analysis to identify the combination of features that is most preferred by customers.

Question 11

Besides producing new and better ideas,__________ can help customers feel closer to and more favorably toward the company.

Accepted Answer

Cocreation involves collaborating with customers to develop new ideas and products, which can help build stronger relationships with them and increase their loyalty to the company. This can make them feel more positively towards the company and its products. The other options do not necessarily involve direct customer involvement and may not have the same impact on customer perceptions.

Question 12

Electro Locomotors (EL),Inc.engages in the manufacture,distribution,and marketing of custom vehicles in Asia.Bono,a hybrid car brand that the company produces,is a market leader in the hybrid vehicles segment.With the increased global focus on nature friendly vehicles and governmental subsidies for companies that manufacture hybrid vehicles,competition has increased for flex-fuel cars like Bono.The heads of the R&D team at EL is in a creative session to generate ideas for improvements to Bono.They consider each part of the car and discuss the possibilities of improvements in each of them.Identify the creativity technique used here.

Accepted Answer

The creativity technique used here is attribute listing, where the team considers each part of the car individually and discusses possible improvements for each part. This method focuses on breaking down the object (in this case, the car) into its components or attributes and then exploring ideas for each component.

Question 13

A(n)________ is a possible product the company might offer to the market.

Accepted Answer

A product idea is a possible product that the company might offer to the market. A test brand refers to a brand used by companies to test new products or product ideas with minimal investment or testing. An alpha product usually refers to the first version of the product that is tested internally before being released to external users. A beta version product is a version of the product that is released to a limited audience to collect feedback and make changes before a full release. A product concept refers to the overall vision or idea behind a product, including its intended benefits and target audience.

Question 14

A(n)________ is an elaborated version of a product idea expressed in consumer terms.

Accepted Answer

A product concept is an elaborated version of a product idea expressed in consumer terms. It outlines the benefits of the product, its intended target market, and the unique selling proposition that sets it apart from competitors.

Question 15

Increasingly,new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering.

Accepted Answer

Lateral marketing involves combining two different product concepts or ideas to create a new offering. Reverse assumption analysis involves identifying and challenging assumptions that underlie a product or innovation. Attribute listing involves breaking down a product into its component parts or attributes to generate new ideas. Forced relationships involve combining seemingly unrelated objects or concepts to generate new ideas. Morphological analysis involves breaking down a problem or opportunity into its component parts and then recombining those parts in different ways to generate new ideas.

Question 16

________ means presenting the product concept to target consumers,symbolically of physically,and getting their reactions.

Accepted Answer

Concept testing is a method of presenting the product concept to target consumers, symbolically or physically, and obtaining their reactions. This allows marketers to assess whether the product concept appeals to its target market and make any necessary modifications before it is launched.

Question 17

Modern firms use the ________ concept testing tool to design products on a computer and then produce rough models to show potential consumers for their reactions.

Accepted Answer

The tool mentioned in the question is "to design products on a computer and then produce rough models to show potential consumers for their reactions." This process is called rapid prototyping, which involves quickly creating a physical model of a product concept to test its viability with consumers before investing in full-scale production. Concept testing, perceptual mapping, morphological analysis, and conjoint analysis are all other product development research techniques, but they do not specifically involve creating physical models for consumer feedback like rapid prototyping does.

Question 18

Surgeons and ER nurses would be considered ________ for surgical equipment.

Accepted Answer

The answer of Surgeons and ER nurses would be considered...

Question 19

A group of college graduates decide to start a business.Though they are knowledgeable in various business domains,they are unable to arrive at a valuable business idea.They decide to search for ideas in a structured manner.They meet together and start discussing everyone's ideas.Each idea is recorded and then the thoughts that come up in relation to the ideas are written down and discussed.This process helps them to finalize a business plan.What technique is used here?

Accepted Answer

The technique used here is mind mapping, where ideas are recorded and then related thoughts are noted down and discussed. Mind mapping helps to organize ideas and develop a structured plan. The other techniques listed are also ideation tools but they are not used in this scenario.

Question 20

Brown & Smith,Inc.engages in the design,development,making,and retail of designer jewelry.Before approving a new design of jewelry the company draws it on a computer and then produces models to show potential consumers for their reactions.This allows the company to analyze the possible customer reaction.Identify the concept testing method used here.

Accepted Answer

The method used here is rapid prototyping, which involves creating physical models quickly after designing the product on a computer. This allows the company to test the product and gather feedback before moving forward with production. Conjoint analysis, perceptual mapping, virtual reality testing, and digital fabrication are all different methods for gathering feedback, but they do not involve the creation of physical models.

Quiz 21: Introducing New Market Offerings