Exam 7: Concept Evaluation and Testing

The A-T-A-R concept is based on the diffusion of risk model.

Concept testing can be used for developing an idea, not just for testing it.

Concept testing is a part of the _____ process.

Which of the following is the largest supplier of concept tests?

Surrogate questions help when the timing of factual information does not often match one's need for it.

Which of the following is true of conjoint analysis in concept testing?

The late expenditures curve is representative of product development in technical fields such as optics.

_____ can be used to model existing brand preferences and predict likely preferences for new concepts.

VSFS Software Solutions Inc. is aware that its newly launched app is prone to certain risks and creates a contingency plan to counter the risk. Which generic risk strategy is the company adopting in this scenario?

The evaluation process begins with the creation of a prototype.

With reference to the risk/payoff matrix, a "drop error" occurs when a product, that is likely to fail if marketed, is continued.

During the concept generation phase of the basic new products process, the goal of product evaluation is to:

Which of the following is true of the product innovation charter (PIC) of a firm?

The perceptual map analysis leads to the idea of a decay curve.

The primary purpose of evaluation during Phase III of the basic new products process is to:

In the case of the A-T-A-R model, R stands for _____.

If it is simple to go from concept to full service description, then the services firm can proceed to:

Briefly describe how the purpose of evaluation varies through each stage of the new product development process.

According to the classic five-point question format for purchase intentions, which of the following is true of the top-two-boxes score?

Prototypes are the least expensive form of concept statements because very few decisions have to be made about the new product to get it into a prototype.