Deck 6: New Product Ideas: Analytical Attribute Approaches

Question 1

Trade-off analysis and conjoint analysis mean one and the same and therefore can be used interchangeably.

Answer 1

False

Question 2

Gap analysis does not discover demand.

Answer 2

True

Question 3

In using conjoint analysis, one assumes that a product cannot be represented as a set or bundle of attributes.

Answer 3

False

Question 4

A product is really nothing but attributes.

Question 5

Conjoint results are a valid early indicator of ultimate product success.

Question 6

Determinant gap maps rely less on managerial judgment and more on tangible sales data.

Question 7

Analogy is used heavily as part of the problem-solving step in problem-based methods.

Question 8

Determinant gap maps are speedy and cost-efficient.

Question 9

Research into customer perceptions can be used to generate a determinant gap map based on attribute ratings provided by customers.

Question 10

Conjoint analysis fails in generating high-potential concepts for future evaluation.

Question 11

Theoretically, the three basic types of attributes occur in the sequence of a benefit permits a certain feature, which in turn leads to its function.

Question 12

Conjoint analysis puts all of the determinant attributes together in new sets and identifies which sets of attributes would be most liked or preferred by customers.

Question 13

The displacement template, presented by Goldenberg and Mazursky, involves retaining the intrinsic components of a product.

Question 14

Checklists produce a multitude of potential new product concepts, most of them worthless.

Question 15

In the context of gap maps, attributes that both differentiate and are important are called determinant attributes.

Question 16

Dimensional analysis involves listing only the measurements of dimensions of a product type such as spatial length and width.

Question 17

A full-profile conjoint analysis is one for which one obtains information on all possible levels of all the product's attributes.

Question 18

Product attributes include features, functions, and benefits.

Question 19

Benefits are product attributes that can be broken down into a limited set-uses and users.

Question 20

Checklists are one of today's most widely used idea-generating techniques.

Question 21

Which of the following is a disadvantage of perceptual gap mapping?

A) It ignores the nuances and shadings of consumer responses.
B) It relies only on managerial intuition/experience.
C) It deals only with "conceptual leaps" critical to developing new-to-the-world products.
D) It cannot be used for concept generation and new product development.

Question 22

_____ is a statistical technique that uses maps of the market to determine how various products are perceived by how they are positioned on the market map.

A) SWOT analysis
B) Gap analysis
C) Risk analysis
D) Trend analysis

Question 23

With reference to product attributes, which of the following does the dimensional analysis approach use?

A) Features
B) Functions
C) Benefits
D) Economic gains

Question 24

Perceptual maps are based on:

A) past sales data.
B) experiences and perceptions of managers.
C) determinant attributes as perceived by the users.
D) attribute ratings.

Question 25

A luggage trolley bag has a hidden zipper (_____) that can be used to store important documents (_____), providing users a way to keep their documents safe (_____).

A) function; feature; benefit
B) benefit; feature; function
C) function; benefit; feature
D) feature; function; benefit

Question 26

Which of the following attributes of a product indicates how a product provides satisfaction to the user?

A) Usability
B) Feature
C) Function
D) Benefit

Question 27

Among the product attributes, which of the following is a feature?

A) Uses
B) Structures
C) Sensory enjoyments
D) Savings

Question 28

Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis-à-vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.

A) AR perceptual
B) determinant
C) OS perceptual
D) experiential

Question 29

A pen that sprays ink onto the paper is an example of a product:

A) usage.
B) function.
C) feature.
D) benefit.

Question 30

In a determinant gap map, _____.

A) a manager uses customer attribute ratings to get data
B) the scoring may seem arbitrary
C) a manager uses overall similarities to get data from users
D) the accuracy of the scoring system is not subject to managerial error

Question 31

The analysis of the process by which customers compare and evaluate brands based on their attributes or features is best described by the term _____ analysis.

A) trade-off
B) dimensional
C) relational
D) lexical

Question 32

In developing new products, marketers must:

A) avoid using perceptual mapping.
B) always distribute a few free samples of the product.
C) rely only upon managerial intuition/experience.
D) avoid being bound by what is now impossible.

Question 33

_____ analysis is the name of one of the most common analytical tools used to assess tradeoffs.

A) Technical
B) Leaps
C) Conjoint
D) Relational

Question 34

The reason it is important to use determinant attributes in making market maps is:

A) to group individual respondents together into benefit segments based on their preferences.
B) to identify market segmentation techniques for potential markets.
C) to find a spot on the map where a gap offers potential as a new item.
D) to reduce a large number of attributes to a small number of underlying factors.

Question 35

Perceptual gap mapping:

A) considers nuances and shadings of consumer responses.
B) cannot identify or evaluate interrelationships and synergies.
C) primarily deals with "conceptual leaps" critical to developing new-to-the-world products.
D) cannot be used for concept generation and new product development.

Question 36

A product attribute that is unlimited in variety and indicates what a product does and how it works is known as the _____ of the product.

A) usability
B) feature
C) function
D) benefit

Question 37

Analytical attribute techniques:

A) are used to preserve current product attributes.
B) are used to create new product concepts.
C) are used to enhance current product attributes but not to add new attributes.
D) are used to promote groupthink in the new product development process.

Question 38

_____, often called conjoint analysis, is a technique that is commonly used in concept evaluation.

A) AR gap analysis
B) Attribute analysis
C) OS gap analysis
D) Trade-off analysis

Question 39

Which of the following statements is true of a determinant gap map?

A) It is based on data obtained from consumers using attribute rating.
B) It has the tendency of being driven by only managerial judgment.
C) It takes into consideration those attributes which are static and quantifiable.
D) It is slow and not cost-efficient.

Question 40

Product attributes used in gap analysis, which differentiate between offerings and are important in consumer purchase decisions, are called _____ attributes.

A) purchase
B) consumer
C) developmental
D) determinant

Question 41

Which of the following idea-generating techniques evolved from early forms of dimensional analysis?

A) Checklist
B) AR gap mapping
C) Choice-based conjoint analysis
D) Product matrix

Question 42

Conjoint analysis:

A) assumes that one cannot represent a product as a set or bundle of attributes.
B) can use the output of gap analysis to select product attributes.
C) uses virtual prototypes for determining product attributes.
D) is a quantitative technique used to incorporate customer input into concept generation.

Question 43

Conjoint analysis is least likely to be useful for _____.

A) line extensions
B) new-to-the-world products
C) product improvements
D) repositioned products

Question 44

The underlying premise for _____ is that product concept creativity is triggered by the mere listing of every physical feature of a product, because we instinctively think about how that feature could be changed.

A) factor analysis
B) perceptual mapping
C) adaptive conjoint analysis
D) dimensional analysis

Question 45

Which of the following creativity templates presented by Goldenberg and Mazursky seeks to identify and create a new connection between a constituent internal to the product and one that is external to the product?

A) Attribute dependency template
B) Displacement component template
C) Replaced component template
D) Component control template

Question 46

Gourmetz, a fast food joint, seeks to launch a new range of organic pizzas. The determinant attributes for the new product range of pizzas are identified as spiciness, flavor, and thickness. The range for each of these attributes is also selected. Cards representing each variant that combines specific levels of determinant attributes are prepared and given to consumers. Then, the best level of each attribute is combined into an overall favorite product. This is an example of _____.

A) cost-benefit analysis
B) VRIO framework
C) SWOT analysis
D) trade-off analysis

Question 47

Trade-off analysis is becoming increasingly valuable for industrial product innovation because:

A) business buyers tend to make a more rational analysis of product features than consumers.
B) businesses have more funds to spend than consumers.
C) business buyers are interested in quick transactions and short-term relationships with the suppliers.
D) industrial product innovation is relatively simple.

Question 48

Trade-off analysis is unsuitable for major innovations because:

A) respondents can conceptualize the innovation and its uses too well in advance.
B) customers tend to give inconsistent reviews about the products.
C) customers without a high level of expertise in the product category may be unable to assess the innovation's benefits.
D) customers without a high level of expertise in the product category mostly provide only data regarding detrimental attributes.

Question 49

Identify the correct statement regarding conjoint analysis.

A) It assumes that one cannot represent a product as a set or bundle of attributes.
B) It considers variety-seeking behavior among consumers.
C) It includes purchase occasion as an important factor in the procedure.
D) It cannot be carried out until discrete determinant attributes have been identified.

Question 50

According to Goldenberg and Mazursky, _____ is a creativity template that finds a functional dependency between two independent variable features and the interaction may suggest a creative new product.

A) attribute dependency template
B) displacement template
C) replacement template
D) component control template

Question 51

Conjoint analysis has been shown to provide a valid early indication of ultimate product success for _____.

A) product line extensions
B) new-to-the-world products
C) product inventions
D) major innovations

Question 52

Which of the following is one of today's most widely used idea-generating techniques?

A) SWOT analysis
B) Bayesian analysis
C) Checklists
D) VRIO frameworks

Question 53

Identify the creativity template, presented by Goldenberg and Mazursky, which removes an intrinsic component and its function so as to functionally change the product.

A) Attribute dependency template
B) Displacement template
C) Replacement template
D) Component control template

Question 54

After finding the important attributes on which the available products differ, gap analysis:

A) describes the product category being considered.
B) plots the findings on maps.
C) determines the geographical segmentation of the product market.
D) uses the findings to create a matrix.

Question 55

Conjoint analysis is an analytical tool used to assess tradeoffs much like _____ analysis is a tool to develop perceptual maps.

A) factor
B) block
C) decision tree
D) semantic feature

Question 56

The assumption behind the use of conjoint analysis is that:

A) a product is considered as a whole rather than in discrete attributes.
B) a product can be represented as a set or bundle of attributes.
C) the number of items per purchase is a constant to scale market share.
D) preferences can be observed by testing of many virtual variations of the same basic concept.

Question 57

In the context of qualitative techniques that can be used to incorporate customer input into concept generation, analogies that offer the most creative potential are those that:

A) balance remoteness and familiarity.
B) create preconceptions about a product.
C) are unpopular and complex.
D) are entirely different from the product being considered.

Question 58

Checklists typically consist of a _____.

A) description of features
B) list of questions
C) list of attributes
D) description of potential target markets

Question 59

Which of the following statements is true of conjoint analysis?

A) It primarily considers variety-seeking behavior among consumers.
B) It assumes that one cannot represent a product as a set or bundle of attributes.
C) It is similar to multidimensional scaling as it considers overall similarities rather than specific attributes.
D) It identifies which sets of attributes would be most preferred by customers.

Question 60

Advanced versions of conjoint analysis developed by Sawtooth Software, such as _____, are capable of handling far more complex decision scenarios.

A) prototype analysis
B) analogy-based conjoint analysis
C) adaptive choice-based conjoint analysis
D) three-dimensional analysis

Question 61

The _____ approach, proposed by W. Chan Kim and Renée Mauborgne, focuses on adjusting key attributes of current products to create customer value systematically.

A) conjoint analysis
B) perceptual map
C) dimensional analysis
D) value curve creation

Question 62

An online streaming service offers more enhanced features and more viewing options to its subscribed customers who are willing to pay the extra price. Identify the kind of product enhancement exemplified in this scenario.

A) Accessory
B)
Extra
C)
Add-on
D) Upgrade

Question 63

Explain analogy as a problem-solving method with the help of suitable examples.

Question 64

Discuss various drawbacks of gap analysis.

Question 65

List the guidelines for the use of conjoint analysis.

Question 66

Discuss various attributes of products with examples.

Question 67

Explain the importance of virtual prototypes in concept testing.

Question 68

Explain determinant gap maps and mention their advantages and disadvantages.