Deck 13: Product Use Testing
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Deck 13: Product Use Testing
1
Throughout the new products process, marketing people advise the new products team about how the product development under way fits in with the firm's marketing capabilities and the market's needs.
True
2
Devising a method for testing the end users' experience with a new item is called _____.
A) concept testing
B) prototype testing
C) field testing
D) copy testing
A) concept testing
B) prototype testing
C) field testing
D) copy testing
C
3
Makers of a building-block set for children put kids in a focus group room and observe how the kids play with the set. This act is an example of _____ testing.
A) use
B) opportunity
C) concept
D) market
A) use
B) opportunity
C) concept
D) market
A
4
Beta tests are designed to tell firms about meeting customer needs and solving problems.
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5
Even though beta testing is the ideal test, firms anxious to save time and money or to leapfrog competitors nevertheless opt to go with gamma testing.
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6
Sample size is primarily a function of what is being tested.
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7
Beta test implementation can be done at any stage in the new products process as the product design is usually fixed before testing.
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8
A batch product should be used for testing alone only if the production process is prohibitively expensive.
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9
Firms that simply copy innovative products gain high profits due to price competition.
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10
In a monadic test, the respondent tests a single product for a period of time.
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11
A triangular comparison is sometimes called a staggered comparison.
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12
Which of the following is an example of use testing?
A) Analyzing the expected return of a new product by the finance team
B) Technicians putting notebook computers in the hands of warehouse personnel
C) Copy testing the effectiveness of a product ad copy for baby diapers within an organization
D) Studying the attitude of consumers toward a new product idea before its launch
A) Analyzing the expected return of a new product by the finance team
B) Technicians putting notebook computers in the hands of warehouse personnel
C) Copy testing the effectiveness of a product ad copy for baby diapers within an organization
D) Studying the attitude of consumers toward a new product idea before its launch
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13
Knowing a new item's brand introduces halo-image effects and may distort user reactions.
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14
Initial reactions of product users are important, especially on service products.
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15
Beta tests are primarily designed to tell if original customer needs have been met.
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16
In recording respondents' reactions, a five- or seven-point verbal rating scale is generally used to record basic like/dislike data.
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17
Which of the following is true of the use testing of a new product?
A) It should be continued until the firm is satisfied that the new product has solved the problems expressed in the original protocol.
B) It means testing a prototype of the new product under artificial conditions using control groups and focus groups.
C) It is usually stopped once a firm creates a prototype of the new product.
D) Its risks and costs are usually high compared to the loss of the earnings flow from a successful product.
A) It should be continued until the firm is satisfied that the new product has solved the problems expressed in the original protocol.
B) It means testing a prototype of the new product under artificial conditions using control groups and focus groups.
C) It is usually stopped once a firm creates a prototype of the new product.
D) Its risks and costs are usually high compared to the loss of the earnings flow from a successful product.
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18
According to the "selling concept," the role of marketing was restricted to:
A) assisting in selling negotiations between a firm and a buyer.
B) customizing products as per the retail sellers' requirements.
C) conducting concept development.
D) selling the products that a firm makes.
A) assisting in selling negotiations between a firm and a buyer.
B) customizing products as per the retail sellers' requirements.
C) conducting concept development.
D) selling the products that a firm makes.
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19
Product use testing is also known as _____ testing.
A) prototype viability
B) concept
C) market acceptance
D) copy
A) prototype viability
B) concept
C) market acceptance
D) copy
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20
A feature of use testing is that the prototype being tested is evaluated under normal operating conditions.
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21
In a _____ test, which is especially common for services, a respondent tests a single new product for a period of time.
A) monadic
B) blind
C) paired comparison
D) triangular comparison
A) monadic
B) blind
C) paired comparison
D) triangular comparison
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22
Beta tests are generally preceded by _____ tests.
A) gamma
B) alpha
C) pilot
D) copy
A) gamma
B) alpha
C) pilot
D) copy
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23
Which of the following is true of a gamma test?
A) It works best for firms which want to leapfrog competitors.
B) To pass this test, the new item must solve the customer problems completely.
C) The test happens in a series of quick steps spanning over a period of one week.
D) Firms which need to save time, like car makers, typically go for gamma testing.
A) It works best for firms which want to leapfrog competitors.
B) To pass this test, the new item must solve the customer problems completely.
C) The test happens in a series of quick steps spanning over a period of one week.
D) Firms which need to save time, like car makers, typically go for gamma testing.
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24
Which of the following is a disadvantage associated with use testing?
A) The risk of a competitor obtaining the firm's product and entering the market first
B) The higher costs involved as compared to the loss of the earnings flow from a successful product
C) The high likelihood of choosing the wrong target group for the test
D) The inability of the test to follow a schematic system
A) The risk of a competitor obtaining the firm's product and entering the market first
B) The higher costs involved as compared to the loss of the earnings flow from a successful product
C) The high likelihood of choosing the wrong target group for the test
D) The inability of the test to follow a schematic system
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25
Which of the following is a disadvantage of mail methods over personal contacts?
A) They are less flexible.
B) They are costlier.
C) They take a longer period of time.
D) They are limited in terms of depth of questioning.
A) They are less flexible.
B) They are costlier.
C) They take a longer period of time.
D) They are limited in terms of depth of questioning.
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26
Identify the advantage of using personal contacts to reach user groups instead of mail.
A) More flexibility
B) Increased depth of questioning
C) Higher speed
D) Lower costs
A) More flexibility
B) Increased depth of questioning
C) Higher speed
D) Lower costs
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27
Which of the following is the first thing managers should decide in a product use test?
A) They should find out the target group.
B) They should analyze the product's marketing strategy.
C) They should decide on what needs to be learnt.
D) They should do a potential problem analysis.
A) They should find out the target group.
B) They should analyze the product's marketing strategy.
C) They should decide on what needs to be learnt.
D) They should do a potential problem analysis.
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28
In the context of product use testing, which of the following designates the ideal product use test, where an item is put through its paces and thoroughly evaluated by the end user?
A) Pre-use sense reaction
B) Beta testing
C) Gamma testing
D) Laboratory simulation
A) Pre-use sense reaction
B) Beta testing
C) Gamma testing
D) Laboratory simulation
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29
If use testing would result in the product being second (or even third) to market, most firms would:
A) rush through a user acceptability test.
B) accept the later entry in return for a guaranteed success.
C) opt for immediate marketing.
D) abandon the product as infeasible.
A) rush through a user acceptability test.
B) accept the later entry in return for a guaranteed success.
C) opt for immediate marketing.
D) abandon the product as infeasible.
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30
Alpha tests are generally conducted amongst:
A) regular customers outside the organization
B) employees of a firm
C) irregular customers outside the organization
D) employees of a competing firm
A) regular customers outside the organization
B) employees of a firm
C) irregular customers outside the organization
D) employees of a competing firm
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31
Case-based research used by some software manufacturers:
A) is a very comprehensive form of product use testing that runs parallel to the software's development process.
B) begins with the investigation stage where users are encouraged to try early prototypes of the new software.
C) involves preliminary beta tests where developers interview users to learn their expectations.
D) provides knowledge from initial reactions of users to color, speed, durability, mechanical suitability, etc.
A) is a very comprehensive form of product use testing that runs parallel to the software's development process.
B) begins with the investigation stage where users are encouraged to try early prototypes of the new software.
C) involves preliminary beta tests where developers interview users to learn their expectations.
D) provides knowledge from initial reactions of users to color, speed, durability, mechanical suitability, etc.
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32
The _____ stage of a case-based research is followed by a preliminary beta test with end users in a real work environment.
A) commencement
B) investigation
C) development
D) initialization
A) commencement
B) investigation
C) development
D) initialization
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33
_____ are short-term use tests that evaluate a product at selected external customer sites to determine if the product works free of bugs.
A) Beta tests
B) Laboratory simulations
C) Gamma tests
D) Internal alpha tests
A) Beta tests
B) Laboratory simulations
C) Gamma tests
D) Internal alpha tests
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34
Which of the following user groups are likely to give more careful consideration, in use testing, than other typical users and express more accurate reactions?
A) Lab personnel
B) Stakeholders
C) Employees
D) Experts
A) Lab personnel
B) Stakeholders
C) Employees
D) Experts
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35
The first stage of case-based research is _____ during which the developer interviews users to learn their expectations and how they will likely use the product.
A) alpha testing
B) pre-use sense testing
C) investigation
D) beta testing
A) alpha testing
B) pre-use sense testing
C) investigation
D) beta testing
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36
Which of the following key specifics indicate that a product is likely to work in the market?
A) High levels of ease of use
B) Presence of bugs
C) High complexities of customer needs
D) Presence of target costing
A) High levels of ease of use
B) Presence of bugs
C) High complexities of customer needs
D) Presence of target costing
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37
In the context of product use testing, a degree of explanation called _______, includes just the information the customer will get when actually buying the product later.
A) commercial
B) identity disclosure
C) tagline
D) full explanation
A) commercial
B) identity disclosure
C) tagline
D) full explanation
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38
Identify the use test that provides knowledge from initial reactions of users to color, speed, durability, mechanical suitability, etc., of a new product.
A) Reactive beta test
B) Alpha test
C) Gamma test
D) Pre-use sense reaction
A) Reactive beta test
B) Alpha test
C) Gamma test
D) Pre-use sense reaction
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39
Firms that copy innovative products:
A) usually commit the innovator's mistakes as well.
B) tend to be the industry leaders.
C) typically have no imitators to worry about.
D) gain higher profits than the innovators due to price competition.
A) usually commit the innovator's mistakes as well.
B) tend to be the industry leaders.
C) typically have no imitators to worry about.
D) gain higher profits than the innovators due to price competition.
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40
Alton Inc. requires competitive comparisons in testing its potential product. The firm should use _____.
A) blind tests
B) beta tests
C) copy tests
D) gamma tests
A) blind tests
B) beta tests
C) copy tests
D) gamma tests
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41
In recording respondents' reactions, the respondent is usually asked to compare the new product with another product, say, the leader or the one currently being used, or both. In this case, _____ score is used.
A) descriptive information
B) a standard
C) a preference
D) like/dislike data
A) descriptive information
B) a standard
C) a preference
D) like/dislike data
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42
Batch product should be used alone only if:
A) information about a pilot plant is not available.
B) the production process is prohibitively expensive.
C) testers prefer comparative figures.
D) testers prefer absolute figures.
A) information about a pilot plant is not available.
B) the production process is prohibitively expensive.
C) testers prefer comparative figures.
D) testers prefer absolute figures.
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43
Describe case-based research.
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44
If a firm plans to use only one type of use testing, products selected for testing should preferably be drawn from _____.
A) a batch
B) a laboratory
C) a pilot plant
D) final production
A) a batch
B) a laboratory
C) a pilot plant
D) final production
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45
Describe the four types of product use tests.
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46
Which of the following tests is the most sensitive?
A) Simultaneous form of paired comparison test
B) Sequential monadic test
C) Singular test
D) Side by side monadic test
A) Simultaneous form of paired comparison test
B) Sequential monadic test
C) Singular test
D) Side by side monadic test
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47
What are the various user groups available for product testing?
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48
What are the various disadvantages of copying an innovator's product?
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49
Describe beta and gamma testing.
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50
In a _____ test, use of the new test product is interspersed with that of a competitive product.
A) monadic
B) paired comparison
C) sequential monadic
D) triangular comparison
A) monadic
B) paired comparison
C) sequential monadic
D) triangular comparison
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