Chapter 9 Concept Testing

  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 ___.
  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?
  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
Card Set
Chapter 9 Concept Testing
Concept Testing