Deck 15: Product Use Testing

Question 1

Firms that simply copy innovative products gain high profits due to price competition.

Answer 1

False

Question 2

Initial reactions of users are important,especially on service products.

Answer 2

True

Question 3

The importance of product use testing is borne out by the fact that it supports the new product process by being involved in all of the following key concepts EXCEPT:

A)unique superior product.
B)repeat buying percentage in the A-T-A-R model.
C)guidelines in the mission statement.
D)requirements in the protocol.

Answer 3

C

Question 4

The first choice to do the product use test is the development team,but if vendor personnel are members of such teams,then they cannot participate.

Question 5

The distinguishing feature of use testing is the fact that the prototype is being evaluated under normal operating conditions.

Question 6

Most testers prefer disclosing the brand of the product during use testing.

Question 7

Testing should continue for a new product until the team is satisfied that:

A)it solves the problems expressed in the original protocol.
B)all manufacturing difficulties have been smoothened out.
C)the infrastructure for full scale production has been set up.
D)all the processes till the prototyping phase have been successfully completeD.

Question 8

Product use testing is also known as _____ testing.

A)opportunity
B)concept
C)field
D)market

Question 9

Sample size is primarily a function of what is being tested.

Question 10

An alpha test is a slow test of a very early version of the product with employees,where the product often is not nearly ready to release to customers.

Question 11

In a monadic test,the respondent tests a single product for a period of time.

Question 12

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.

Question 13

Firms should follow the "selling concept" in order to stay competitive.

Question 14

Developers attempt to bypass beta testing,relying only on alpha testing of their own products.

Question 15

A batch product should be used for testing alone only if the production process is prohibitively expensive.

Question 16

Beta tests are designed to tell if original customer needs have been met.

Question 17

According to the "selling concept," the role of marketing is to:

A)identify unmet customer needs.
B)customize products as per customer requirements.
C)conduct concept development.
D)sell the products that the firm makes.

Question 18

In recording respondents' reactions,a five- or seven-point verbal rating scale is generally used to record basic like / dislike data.

Question 19

A triangular comparison is sometimes called a staggered comparison.

Question 20

Makers of a building-block set for children put kids in a focus group room and watched how the kids were playing with the set.This is an example of _____ testing.

A)use
B)opportunity
C)concept
D)market

Question 21

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

Question 22

Apple and other software manufacturers may use _____ as a very comprehensive form of product use testing that runs parallel to the software's development process,from early concept to finished product.

A)beta testing
B)case-based research
C)alpha testing
D)pre-use sense reactions

Question 23

The primary goal of use testing is to:

A)speed the product to market.
B)determine if the product solves user problems.
C)avoid competition from entering the market.
D)identify more new product concepts.

Question 24

The first "does it work" information is provided by _____.

A)early use experiences
B)pre-use sense reactions
C)beta tests
D)gamma tests

Question 25

Alton Inc. ,requires competitive comparisons in testing its potential product.The firm is most likely to use _____.

A)blind tests
B)beta tests
C)focus group testing
D)gamma tests

Question 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

Question 27

Which of the following would involve higher costs in terms of time and money?

A)Alpha testing
B)Beta testing
C)Gamma testing
D)Pre-use sense testing

Question 28

In a _____ test,there are back-to-back monadic tests with the same respondent.

A)staggered paired comparison
B)paired comparison
C)triangular comparison
D)silent competitor comparison

Question 29

All of the following are advantages of reaching user groups by mail,as compared to personal contact EXCEPT:

A)more flexibility.
B)increased depth of questioning.
C)higher speed.
D)lower costs.

Question 30

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

Question 31

If use testing would result in the product being second / 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.

Question 32

The _____ is a short-term use test that evaluates the product at customer sites,to determine if the product works free of bugs.

A)beta test
B)pre-use sense reaction
C)early use experience
D)laboratory simulation

Question 33

Alpha tests are:

A)designed to tell if original customer needs have been met.
B)quick tests of a very early version of the product with employees.
C)short-term use tests,at selected external customer sites.
D)often preceded by external beta tests with customers.

Question 34

Firms that simply copy innovative products:

A)usually copy innovators mistakes as well.
B)tend to be the industry leaders.
C)typically have no imitators to worry about.
D)gain high profits due to price competition.

Question 35

Which of the following is the main disadvantage commonly associated with use testing?

A)The risk of a competitor obtaining the firm's product and entering the market first
B)The high cost of testing
C)The drain on the firm's resources in terms of time and money
D)The loss of management faith in the new products team

Question 36

Which of the following statements is NOT true regarding beta tests?

A)These are short-term use tests at selected customer sites.
B)They are designed to tell if original customer needs have been met.
C)They are sometimes preceded by internal alpha tests with employees.
D)They are designed to tell whether the product works and if it is free of bugs.

Question 37

To pass which of the following tests must the new item solve whatever problem the customer had,no matter how long it takes?

A)Alpha test
B)Gamma test
C)Beta test
D)Pre-use sense test

Question 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)Early use reaction
C)Gamma test
D)Pre-use sense reaction

Question 39

The ideal product use test in which the item is put through its paces and thoroughly evaluated by the end user is called the _____.

A)pre-use sense reaction
B)beta test
C)gamma test
D)alpha test

Question 40

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.

Question 41

The _____ test is the simplest but it is less sensitive in results.

A)monadic
B)sequential monadic
C)paired comparison
D)triangular comparison

Question 42

The initial,quick test predicts the early reactions of _____;failure here,even if perceptions are unjustified,often dooms a good product.

A)early adopters
B)innovators
C)early majority
D)laggards

Question 43

When a respondent uses an item,describes activities,and explains problems encountered,it is known as:

A)retrospective testing.
B)the introspection method.
C)the think aloud method.
D)constructive evaluation.

Question 44

What are the various user groups available for product testing?

Question 45

Describe alpha,beta,and gamma testing.

Question 46

Although it takes longer,the _____ test is probably the ideal form of use test.

A)monadic
B)paired comparison
C)triangular comparison
D)sequential monadic

Question 47

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;this is:

A)descriptive information.
B)a standard score.
C)a preference score.
D)like / dislike data.

Question 48

If a firm plans to use only one type of use testing,products selected for testing should be preferably drawn from _____.

A)a batch
B)a laboratory
C)a pilot plant
D)final production

Question 49

In a _____ test,which is especially common for services,a respondent tests a single new product for a period of time.

A)monadic
B)sequential monadic
C)paired comparison
D)triangular comparison

Question 50

What are the various disadvantages of copying an innovator's product?

Question 51

Describe the four types of product use tests.

Question 52

Describe case-based research.

Question 53

In this type of test,use of the new test product is interspersed with that of a competitive product.

A)Monadic test
B)Paired comparison test
C)Staggered paired comparison
D)Sequential comparison test

Question 54

In this type of test,use of the test product is interspersed with two competitive products.

A)Monadic test
B)Paired comparison test
C)Triangular comparison test
D)Sequential monadic test

Question 55

Use testing for new consumer products is generally limited within a period of _____ and tests running for durations longer than this are difficult to defend to management.

A)one day
B)one week
C)one month
D)one year