Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
Chapter 6: Using Design Thinking
Test Bank
Multiple Choice
1. In the “Entrepreneurship in Action” case study, Haupt and Alstin began their design
process by doing which of the following?
a. designing an unusual safety helmet
b. by finding out why the conventional product was not used
c. by improving a currently existing helmet
d. by studying current trends in the safety industry
2. In the “Entrepreneurship in Action” case study, what was the method that Haupt and
Alstin used to gather information about adults’ current attitudes toward helmets?
a. one–on-one interviews
b. anonymous questionnaires
c. overhearing customers talk about the product
d. monitoring social media websites
3. In the “Entrepreneurship in Action” case study, once Haupt and Alstin knew the
reasons why people did not use helmets, what additional information did they gather?
a. information about bicycle accidents
b. information about different helmets used around the world
c. information from engineers who study the safety features of helmets
d. information from professional cyclists regarding why they wear helmets
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
4. In the “Entrepreneurship in Action” case study, what source did they enlist to design
the new safety product?
a. safety engineers
b. helmet manufacturers
c. professional cyclists
d. their college professors
5. Design thinking uses this term to refer to human emotions and desires.
a. sensitivity
b. initiating desires
c. needs
d. stimuli
6. The text defines design thinking as:
a. a process used to enhance aesthetics in product design
b. a process used to determine financial risk and cost projections
c. a process used to improve strategic thinking and analytical thinking
d. a process used to solve complex problems and navigate uncertain environments
7. What is the biggest obstacle to design thinking?
a. lack of knowledge
b. inexperience
c. fear of failure
d. lack of financial resources
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
8. In the context of design thinking, ________ are considered to be human emotions or
desires that are uncovered through the design process.
a. desires
b. needs
c. ideas
d. motivators
9. The starting point of design thinking is which of the following?
a. Will the idea make money?
b. Can it be done?
c. What do people need?
d. How can this product or service be improved?
10. When the CEO of IDEO, Tim Brown, says, “How Might We?” what is the
significance of how?
a. How assumes that the answer is unknown.
b. How invites others to participate in the solution.
c. How implies that a solution exists and needs to be unearthed.
d. How implies a challenge of doubt.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
11. When the CEO of IDEO, Tim Brown, says “How Might We?” what is the significance
of might?
a. Might assumes an attitude of power.
b. Might invites people to suggest ideas without wondering if they will work.
c. Might assumes that all answers are workable.
d. Might assumes some editing of ideas.
12. When the CEO of IDEO, Tim Brown, says “How Might We?” what is the significance
of We?
a. We encourages collaboration.
b. We is a polite way of asking for help.
c. We suggests that everyone is expected to provide input.
d. We means that the speaker does not have the answer.
13. What concept in design thinking is described by the question “what can be possibly
achieved in the near future?”
a. feasibility
b. viability
c. durability
d. desirability
14. What concept in design thinking is described by the question “how sustainable is the
idea in the long term?”
a. feasibility
Instructor Resource
Neck, Entrepreneurship
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b. viability
c. durability
d. desirability
15. What are the three criteria for a successful idea in design thinking?
a. feasibility, market competitiveness, longevity
b. feasibility, financial benefit, market competitiveness
c. creativity, feasibility, financial benefit
d. feasibility, viability, desirability
16. Desirability in design thinking refers to which of the following concepts?
a. The idea improves upon the competition
b. The idea is feasible
c. The idea gives people something they need
d. The idea is viable.
17. In what way did IDEO study the needs of the nurses and patients at Kaiser?
a. They shadowed nurses, sought feedback, and made observations.
b. They interviewed the key stakeholders.
c. They reviewed all nurse and patient complaints.
d. They interviewed patients, nurses, and families of patients.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
18. What was the benefit of IDEO’s solution as implemented at Kaiser Hospital?
a. The solution was introduced one week after IDEO first began their observations
b. The solution reduced the debrief time from 45 minutes to 30 minutes
c. The solution was holistic, benefiting everyone involved.
d. The solution saved the hospital money.
19. What method was used by IDEO to investigate the patient experience in the
emergency room?
a. An IDEO employee went undercover, filming the experience in the emergency room.
b. An employee of IDEO “stepped into the shoes” of hospital personnel by observing
them at work.
c. Emergency room patients were interviewed about their experience.
d. Emergency staff members were interviewed about their experiences.
20. The act of knowing what people want, how they behave, what they think, and how
they feel is referred to by which of the following terms?
a. customer identification
b. needs assessment
c. empathy
d. observation
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
21. Why is empathy important in design thinking?
a. It helps you identify unmet needs
b. All of these
c. It increases the probability of designing a solution of real value.
d. It helps you understand the emotional and cultural realities of your customers
22. In addition to understanding how people do things, empathy helps you understand
______.
a. why markets respond the way they do
b. why industries boom and bust
c. how people do things and why they do them
d. how product lifecycles work
23. When IDEO studied Chicago’s commuters for the Ford Company, what did they
learn about the commuters?
a. Commuters had specific and similar needs.
b. There were three distinct groups of commuters with different needs.
c. Speed was preferred over comfort.
d. Commuters had asked for phone apps to help them with their commutes.
24. How will the apps created by IDEO help the Ford Company?
a. Ford can remain competitive by fulfilling their customers’ needs with a unique product.
b. Ford can participate in the bike sharing industry
c. Ford can improve the comfort of their cars
d. Ford can sell safer cars
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
25. What concept in design thinking is described by the question “who will want to use
or buy the product or service?”
a. feasibility
b. viability
c. durability
d. desirability
26. How does IDEO look at the design thinking process?
a. It requires a series of successive steps.
b. It is a circular process with no specific start or end.
c. It occurs in overlapping phases.
d. It follows a predictive approach.
27. What is the best description of divergent thinking?
a. You think differently than the normal way of thinking.
b. You follow tangents of thought that lead you away from the starting thought.
c. You expand your perspective to generate as many ideas as possible.
d. You follow traditional problem-solving methods.
28. What is the best description of convergent thinking?
Instructor Resource
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a. a voting process that chooses the best ideas
b. a process that helps people think in the same way
c. a way of identifying which ideas have the best chance of success
d. an abstract thinking process used in creative thinking
29. In design thinking, what is meant by inspiration?
a. an emotional moment that stirs creativity
b. an idea for a product, service, or solution
c. a motivation or promise of reward
d. the problem or opportunity that starts the search for a solution
30. How does the text define inspiration?
a. the problem or opportunity that stimulates the quest for a solution
b. the process of generating and developing new ideas
c. the process of testing assumptions to shape them into viable opportunities
d. the action of closely monitoring the behavior and activities of customers
31. Drew notices that her electric cables and cords are unsightly and could cause
someone to trip. She asks, “How might these wires be secured differently?” This
question is known as which of the following?
a. initiating question
b. a design challenge
c. a customer vision
d. an end state
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
32. Generating and developing new ideas based on observations gained during the
inspiration process is called which of the following?
a. brainstorming
b. inspiration
c. generation
d. ideation
33. Needs we have but don’t know we have them are called ______.
a. unknown needs
b. latent needs
c. sleeping needs
d. pre-formed needs
34. Which of the following would NOT be considered a requirement in IDEO’s
brainstorming?
a. Stay focused on the topic.
b. Encourage wild ideas.
c. Hold back judgement.
d. Eliminate ideas that would not work.
35. What is suggested by IDEO as a way of building on the ideas of others?
a. Correct the flaws in the first idea by suggesting alternatives.
b. Use the word and instead of but.
Instructor Resource
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c. Quickly eliminate ideas that are too far-fetched
d. Let the conversation flow and don’t worry about staying on topic.
36. According to IDEO’s brainstorming rules, how many ideas should be generated in a
successful brainstorming session?
a. a minimum of 10 great ideas
b. up to 100 ideas in a period of 60 minutes
c. up to 10 ideas in a period of 60 minutes
d. between 5 and 10 ideas
37. During this phase of design thinking, ideas generated through the ideation process
are transformed into concrete actions.
a. action phase
b. concretization phase
c. ideation phase
d. implementation phase
38. The main purpose of the implementation phase is to do which of the following?
a. Choose the best ideas and move forward with them.
b. Eliminate all but the best ideas.
c. Test assumptions of new ideas to shape them into viable opportunities.
d. Start creating the designs selected through previous phases.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
39. How are ideas tested in the implementation stage?
a. through a second round of brainstorming
b. through low-cost prototypes
c. by designing the final product
d. by producing products and having the customer use them
40. What might have been the design challenge in IDEO’s design of Shimano’s bicycle?
a. How can we create a bicycle for baby boomers?
b. How can we create a coasting bicycle?
c. How can we create a simple bike for adults?
d. How can we create a bicycle that looks like it was created between 1946 and 1964?
41. When looking at the example of Shimano, the idea of a coasting bicycle was
produced in which stage of the design-thinking process?
a. diversification
b. implementation
c. ideation
d. inspiration
42. What did Shimano do when sales of the coaster bicycle flattened?
a. They abandoned the product concept.
b. They lowered the price point
c. They started a new round of inspiration, ideation, and implementation
d. They changed their marketing strategy
design challenge.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
43. Closely monitoring the behavior and activities of users in their own environment is
called which of the following?
a. environmental scanning
b. capturing
c. observation
d. situational monitoring
44. Insight might best be described as which of the following?
a. observing people and gathering information
b. an idea generated from combining an obvious observation with a potential solution
c. a question raised while observing
d. an interesting, non-obvious piece of observation information that drives opportunities
45. An insight is ______.
a. a new idea for a product or service
b. the combined force of all information gathered from observation and interviews
c. an interpretation of an observation that provides new understanding
d. a complete knowledge of the observed persons’ actions in a particular situation
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
46. Janelle notices that a consumer rubs a piece of candle over the outer edge of a can
before replacing the lid. She asks the customer to explain why he does that. The
answer to the question will provide Janelle with which of the following?
a. new knowledge of consumer application
b. a product idea
c. insight into consumer behavior
d. expanded experience
47. Under the dimensions of observation, what is meant by space?
a. the amount of time it takes for a consumer to complete a task
b. the physical things that are present at the time the task is performed
c. the physical place or places in which the behavior is performed
d. the emotions felt and repressed
48. Under the dimensions of observation, what is meant by object?
a. the physical things that are present at the time of the behavior
b. the product or service being observed
c. single actions that people do
d. the physical place or places
49. Under the dimensions of observation, what is meant by event?
Instructor Resource
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a. the physical things that are present at the time of the behavior
b. the product or service being observed
c. a particular span of time
d. a set of related activities that people carry out
50. Under the dimensions of observation, what is meant by Time?
a. the things people are trying to accomplish
b. the sequencing that takes place over time
c. single actions that people do
d. a set of related activities that people carry out
51. Under the dimensions of observation, what is meant by goal?
a. a set of unrelated activities that people carry out
b. the sequencing of events
c. the set of related activities that someone carries out
d. what the person is trying to accomplish
52. In the acronym AEIOU, what does A stand for?
a. alternatives
b. activities
c. attitude
d. assessment