Exam 5: Finding and Solving Customers Problems

The use of stakeholder contacts as a methodology for gathering information useful for problem analysis involves the use of:

A product can be expressed in two words,a verb and an object.

Which of the following techniques encourages the use of "art" to encourage seeking / communicating connections between ideas?

List the guidelines to be followed for conducting a good scenario analysis.

The most common method of directly contacting stakeholders is:

The first step of the reverse brainstorming procedure is determining the appropriate product or activity category for exploration.This has already been done if the product innovation charter has a(n)_____ dimension in the focus statement.

Discuss the use of internal records in identifying sources of problem.Give some examples.

In static leap studies,the focus is on what changes must be made between now and then if the leap scenario is to come about.

This technique is described as a round-robin format,similar to speed-dating,in which participants pair off and discuss a topic for a three- to five-minute round.The goal of each round is to come up with ideas that can be pursued by the new product team.

Which of the following statements is true regarding the role playing method?

The fourth general source of stakeholder needs,scenario analysis,comes into play because the ideal problem for us to find is one that customers do not know they have at this time.

Back in 1938,advertising executive Alex Osborn wrote a book about a technique he called ____.All of the group ideation techniques developed since that time are spin-offs of his process and embody one idea: One person presents a thought,another person reacts to it,another person reacts to the reaction,and so on.

Which of the following statements regarding the observation method of gathering information is NOT true?

The end result of the problem-based concept generation process is:

The focus group is an inexpensive technique that has proven to be the most effective means of identifying / solving marketing problems.

Which of the following internal records is most likely to serve as a psychological projective technique that may reveal the products / services sought by users / consumers?

An existing firm routinely generates potentially valuable data to guide new product development from its everyday contacts with customers and other entities.

One way to address the problem of new product failure is to begin the development process by:

For conducting a good scenario analysis,participants will likely have difficulty understanding really complex scenarios.

Discuss product function analysis.