Which of the following statements best explains why idea screening may be the most important step of new product development?
A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated market.
C) It helps forecast the products' sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer feedback.
E) It saves the company money in product development costs by going ahead with only the product ideas that are likely to be profitable.

Question

Quizplus · Accepted Answer

Idea screening helps the company to filter out the ideas that are unlikely to be profitable, thereby saving money on product development costs. This makes it the most important step in new product development as it ensures that the company only invests resources in a product that has a high probability of success.

Which of the Following Statements Best Explains Why Idea Screening