# Chapter 9 Concept Testing

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1. What is the difference between concept selection and concept testing?
Concept testing is based on data gathered directly from potential customers
2. Concept testing is closely related to ___.
Prototyping
3. The first few questions of a survey that verifies that the respondent fits the definition of the target market for the product are called ___.
Screener questions
4. List the five common customer survey formats
• Face-to-face interaction
• Telephone
• Postal mail
• Electronic mail
• Internet
5. What is a storyboard?
A series of images that communicate a temporal sequence of actions involving the product
6. Which way of communicating a concept has more dynamism than the storyboard?
video
7. Physical appearance models are also known as ___.
"Looks-like" models
8. Working prototypes are also known as ___.
"works-like" models
9. What is the primary risk of working prototypes?
Respondents will equate the prototype with the finished product
10. What are the steps in the concept testing process?
• Define the purpose of the concept test
• Choose a survey population
• Choose a survey format
• Communicate the concept
• Measure customer response
• Interpret the results
• Reflect on the results and the process
11. What are durables?
Products that last several years
12. In the formula Q = N x A x P, what does Q stand for?
the quantity of the product expected to be sold
13. In the formula Q = N x A x P, what does A stand for?
The fraction of potential customers or purchases for which the product is available and the customer is aware of the product
14. In the formula Q = N x A x P, what does N stand for?
The number of potential customers expected to make purchases during the time period
15. In the formula Q = N x A x P, what does P stand for?
The probability that the product is purchased if available and if the customer is aware of it
16. In the formula P = C_definitely x F_definitely + C_probably + F_probably, what is C?
Calibration constants usually established based on the experience of a company with similar products in the past
17. What are the main factors which cause actual purchase patterns to differ from the purchase intentions expressed in surveys?
• importance of word-of-mouth
• Fidelity of the concept description
• Pricing
• Level of promotion
18. What is the primary benefit of a concept test?
Getting feedback from real potential customers
19. What are variables in the forecasting model?
• Overall size of the market
• Availability and awareness of the product
• Fraction of customers who are likely to purchase

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 Author: km.kristine ID: 252452 Filename: Chapter 9 Concept Testing Updated: 2013-12-11 01:48:47 Tags: ME 2024 Final Chapter Concept Testing Folders: Description: Concept Testing Show Answers:

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