Question 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.

Accepted Answer

Marketing people play an important role throughout the new product development process and provide valuable insights about the market's needs and the firm's marketing capabilities.

Question 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

Accepted Answer

Field testing is the process of testing a new product or service in a real-world setting with real users to evaluate their experience and gather feedback. This is essential to ensure that the product is easy to use, meets the users' needs, and provides a positive experience before it is launched in the market. Concept testing is a process of testing the overall appeal and potential market of a product or service idea. Prototype testing is a process of testing a preliminary version of a product or service to evaluate whether it meets design requirements. Copy testing is a process of testing the effectiveness of marketing advertisements or promotional materials.

Question 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

Accepted Answer

Use testing involves observing how the end users interact with the product in a natural or controlled setting to gather insights on its usability and areas for improvement.

Question 4

Beta tests are designed to tell firms about meeting customer needs and solving problems.

Accepted Answer

The answer of Beta tests are designed to tell firms...

Question 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.

Accepted Answer

Beta testing is a common stage in the development process where products are tested in real-world conditions by actual users, but there is no widely recognized testing phase called "gamma testing" in the standard software development lifecycle. Beta testing is not necessarily considered the "ideal" test; it's one phase among several, including alpha testing, that together aim to ensure a product's quality before its release.

Question 6

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

Accepted Answer

The sample size required for a study is dependent on what is being tested. The nature and complexity of the research question, the hypothesis being tested, as well as the statistical power required, all influence the sample size. Therefore, sample sizes are specific to each study and cannot be generalized across different research questions.

Question 7

Beta test implementation can be done at any stage in the new products process as the product design is usually fixed before testing.

Accepted Answer

Beta testing is typically done near the end of the product development process after the product design, development, and testing phases are completed. It allows for gathering feedback from real users before the final product is released to the market.

Question 8

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

Accepted Answer

A batch product is a product that is produced in small batches, typically for testing purposes. If the production process is prohibitively expensive, then it would not be feasible to produce a large batch of the product for testing. In this case, it would be more cost-effective to produce a small batch of the product for testing purposes.

Question 9

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

Accepted Answer

Copying innovative products often leads to intense price competition among firms, which can erode profit margins rather than guaranteeing high profits. Additionally, firms that merely copy innovations may face legal challenges and lack differentiation, further impacting profitability.

Question 10

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

Accepted Answer

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

Question 11

A triangular comparison is sometimes called a staggered comparison.

Accepted Answer

A triangular comparison is not the same as a staggered comparison; they refer to different types of comparative analysis methods.

Question 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

Accepted Answer

Use testing involves putting a product in the hands of actual users to test its functionality and usability. Technicians putting notebook computers in the hands of warehouse personnel is an example of use testing. The other options listed do not involve actual usage or testing by users.

Question 13

Knowing a new item's brand introduces halo-image effects and may distort user reactions.

Accepted Answer

The halo effect is a cognitive bias that occurs when a positive impression of a person, brand, or product in one area influences one's opinion or feelings in other areas. When a user is aware of a new item's brand, it can introduce halo-image effects and lead to biases in their reactions towards the product. Thus, the statement is true.

Question 14

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

Accepted Answer

Initial reactions of product users can help identify any issues or areas for improvement, allowing the service provider to make necessary changes early on and improve overall customer satisfaction.

Question 15

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

Accepted Answer

Beta tests are primarily designed to evaluate the product's performance in a real-world environment and gather feedback from users, rather than to assess if original customer needs have been met, which is typically addressed earlier in the development process.

Question 16

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

Accepted Answer

This is true. Verbal rating scales are commonly used to gather basic like/dislike data by asking respondents to rate their degree of agreement or disagreement on a scale of five or seven points using verbal anchors.

Question 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.

Accepted Answer

The use testing of a new product should be continued until the firm is satisfied that the new product has solved the problems expressed in the original protocol. This means that the testing should continue until the product is deemed viable for launch, and any issues or bugs have been addressed. It is important for the success of the product to ensure that it meets customer needs and expectations.

Question 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.

Accepted Answer

The selling concept is based on the idea that consumers will not buy enough of a firm's products unless there is a heavy focus on promotion and selling. Therefore, the role of marketing in this concept is restricted to simply selling the products that the firm makes, rather than creating or customizing products based on retailer requirements.

Question 19

Product use testing is also known as _____ testing.
A) prototype viability
B) concept
C) market acceptance
D) copy

Accepted Answer

Product use testing is also known as market acceptance testing as it involves gathering feedback from potential users to see if the product is accepted in the market. The other options, prototype viability testing, concept testing, and copy testing are all specific types of testing that may be done during the product development process, but they do not encompass the entire process of product use testing.

Question 20

A feature of use testing is that the prototype being tested is evaluated under normal operating conditions.

Accepted Answer

Use testing involves evaluating a prototype under normal operating conditions to simulate how users will interact with the product in real-world scenarios.

Quiz 13: Product Use Testing

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.

Devising a method for testing the end users' experience with a new item is called _____.

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.

Beta tests are designed to tell firms about meeting customer needs and solving problems.

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.

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

Beta test implementation can be done at any stage in the new products process as the product design is usually fixed before testing.

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

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

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

A triangular comparison is sometimes called a staggered comparison.

Which of the following is an example of use testing?

Knowing a new item's brand introduces halo-image effects and may distort user reactions.

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

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

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

Which of the following is true of the use testing of a new product?

According to the "selling concept," the role of marketing was restricted to:

Product use testing is also known as _____ testing.

A feature of use testing is that the prototype being tested is evaluated under normal operating conditions.