Question 1

The following are steps in the Quality Function Deployment process except

Accepted Answer

Conducting a conjoint study to determine the importance of different attributes is not a necessary step in the QFD process. While it can provide valuable insight into customer preferences and trade-offs, it is not a required step. The other options listed (collecting the voice of the customer, collecting customer perceptions of competitive products, and transforming customer insights into design requirements) are all key steps in the QFD process.

Question 2

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

Accepted Answer

Empathic design is focused on understanding the needs, wants, and perspectives of users to create better solutions. It typically involves direct observation, communication, and immersion in the user's environment. Identification of what the high-tech company is technologically capable of delivering is not necessarily an insight gained from empathic design, as it is more focused on understanding the user and their needs. The other options listed are potential insights gained from empathic design.

Question 3

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

Accepted Answer

The attribute of laptops being resistant to bumps and rough handling is a must-be quality, which is a basic requirement for the product to function correctly. Customers expect laptops to be durable enough to withstand regular use without getting damaged easily.

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.

Accepted Answer

Lead users are those who face emerging needs before the majority of the marketplace and are therefore in a prime position to benefit from solutions to those needs. They can provide valuable feedback to companies, helping them to develop products and services that meet the evolving needs of the market. Innovators, early adopters, beta testers, and pioneers may also provide valuable insights, but lead users are specifically identified as those with early needs that are not yet widespread in the market.

Question 5

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

Accepted Answer

The answer of Which of the following is most useful...

Question 6

______________ should perform observational studies.

Accepted Answer

Cross-disciplinary teams should perform observational studies as they bring diverse perspectives and expertise, which can lead to more comprehensive and insightful observations.

Question 7

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

Accepted Answer

Beta versions refer to a product that has undergone initial testing and is released to a select group of users for further testing in a real-world environment or the field. Prototypes, on the other hand, are preliminary models of a product that are used for testing and design refinement. Therefore, the correct option is B as beta versions are tested in the field.

Question 8

Conjoint analysis

Accepted Answer

The answer of Conjoint analysis
...

Question 9

The most successful customer visit programs

Accepted Answer

The most successful customer visit programs take every opportunity to ask questions. This helps to gather valuable information about the customer's needs, preferences, and experiences, which can then be used to improve products or services. Freeform visits may lead to disorganized and inefficient conversations, while focusing on a specific customer type or conducting disguised sales calls may not provide a broad enough perspective. Market researchers may be involved in designing and analyzing customer visit programs, but they are not the sole conductors of these programs.

Question 10

Customer-driven innovation differs drastically from concept testing in that it:

Accepted Answer

Driven innovation involves engaging a community or group of customers in the product development process, while concept testing involves testing a specific product concept on a target market. Driven innovation allows for a more collaborative approach to product development, tapping into the collective wisdom of a community for innovation.

Question 11

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

Accepted Answer

Empathic design is a research technique that involves observing users in their natural environment to gain a deeper understanding of their needs, behaviors, and motivations. This technique relies on empathy to understand the user's perspective and experiences. It is a valuable technique for developing products that truly meet the needs of the user.

Question 12

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

Accepted Answer

While surveys can provide valuable information about consumer preferences and behavior, they are not typically used as a primary method for idea generation. Surveys are often used to validate and refine ideas generated through other methods like brainstorming, observation, focus groups, and depth interviews.

Question 13

A well-designed customer visit program offers the following benefits except

Accepted Answer

Statistical conclusion validity is not a benefit offered by a customer visit program, as it refers to the ability to generalize findings from a sample to a larger population in research studies. The other options are all potential benefits of a customer visit program, including interactive conversation with customers, inclusion of multiple decision makers, gaining firsthand knowledge, and developing cross-functional understanding within the company.

Question 14

All are steps in the four-step process to incorporate lead user into market research except:

Accepted Answer

Conducting pragmatic visits to lead users is not a recognized step in the four-step process for incorporating lead user insights into market research. The process typically involves identifying trends, identifying lead users, developing concepts with those users, and then projecting findings onto the larger market.

Question 15

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

Accepted Answer

Empathic design recognizes that users may not be able to articulate their needs clearly, and seeks to understand their experiences and emotions through observation and empathy. This approach involves immersing oneself in the user's environment and experiencing the product or service from their perspective. It emphasizes the importance of gaining a deep understanding of the user's needs, desires, and motivations in order to create products and experiences that truly meet their needs.

Question 16

Which of the following factor(s) explain the interest in customer-driven innovation:

Accepted Answer

The interest in customer-driven innovation is driven by technology tools to facilitate it, the economics of product development costs and high failure rates, and customers' expectations about their role in the business strategy. Therefore, all of the above are factors that explain the interest in customer-driven innovation.

Question 17

All are part of the five-step process to conduct empathic design except:

Accepted Answer

Quantifying the data is not a step in empathic design. The other four steps (observation, developing prototypes of possible solutions, reflection and analysis, and brainstorming for solutions) are all essential in empathic design.

Question 18

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

Accepted Answer

Customer visit programs involve actually observing and interacting with customers in their natural environments, allowing for the identification of unmet needs and opportunities for innovation. This can lead to the development of breakthrough products. The other options listed involve gathering opinions and preferences from customers, which may not necessarily lead to breakthrough products.

Question 19

Biomimicry is of interest to high-tech firms because:

Accepted Answer

Biomimicry is of interest to high-tech firms because it offers biological insights that can lead to innovative products and solutions for various problems.

Question 20

The Kano concept:

Accepted Answer

The Kano concept is a model that categorizes product attributes based on their impact on customer satisfaction, illustrating how different features affect customer satisfaction levels.

Quiz 6: Marketing Research in High-Tech Markets