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Neck, Entrepreneurship
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53. In the AEIOU model, what is meant by Interactions?
a. the people whose needs and behaviors are being observed
b. the people that are involved in the activity
c. the nature of exchange between the person and something or someone else
d. the physical items that people interact with
54. In the AEIOU model, what is meant by users?
a. the people whose needs and behaviors are being observed
b. the people that are involved in the activity
c. the nature of exchange between the person and something or someone else
d. the physical items that people interact with
55. What should be included as an introduction to an interview?
a. the script of the questions you will be asking
b. the sponsor of the interview
c. the intentions and purpose of the interview
d. a description of how you hope the interview will conclude
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
56. Interviews should have open–ended questions. Which of the following represents an
open-ended question?
a. What concerns would you have in using this product?
b. Have you used this product in the past?
c. Are you comfortable with using this product?
d. Would you purchase this product?
57. What do the authors mean when they refer to “peeling the onion”?
a. Keep asking questions until you understand the core of the problem.
b. Ask questions slowly and take your time
c. Start with questions you think people will want to answer most
d. Ask leading questions to guide the interviewee
58. What is the “golden rule” of interviewing?
a. Ask the questions consistently as written.
b. Keep focused on the questions you need to ask.
c. Actively listen to the other person.
d. Try to use “yes” and “no” answers for easier recording and clarity.
59. Which of the following would indicate that a person is actively listening?
a. The interviewer reflects back or paraphrases what the person just said.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
b. The interviewer engages in normal conversation, giving opinions as well as asking for
them.
c. The interviewer interrupts the interviewee in order to ask further questions.
d. The interviewer stays one step ahead of the conversation, anticipating the next
question.
60. You are interviewing someone about a new concept in debit cards. The interviewee
immediately tells you that he hates debit cards and never uses them. What would be the
appropriate next step?
a. Terminate the interview as this person will not give you knowledgeable information.
b. Ask him about the new debit card concept anyway.
c. Explore why he hates debit cards.
d. Ask about a similar product, but not the debit card.
61. What is an empathy map?
a. a tool that helps you rate and organize the emotional content of an interview
b. a tool that helps you collate and integrate your observations to discover new insights
c. a tool that helps you organize your thoughts during the interview
d. a tool that helps you define your assumptions and beliefs
62. Which of the following elements are recorded in the empathy map?
a. What did the person feel?
b. What did the person do?
c. What did the person say?
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Neck, Entrepreneurship
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d. All of these
63. What would be the insight if the empathy map revealed that someone said he
enjoyed being a vegetarian, but sighed and said that he had trouble making food so that
the family would not miss meat?
a. The person is struggling with being a vegetarian.
b. There is a conflict between his enjoyment and the goals of serving the family what
they like.
c. Vegetarians cause family discord.
d. The interviewee would like all the family to become vegetarian.
64. What is the difference between the IDEO method of design thinking and that of the
Stanford Design School?
a. The Stanford approach provides for more time with the client.
b. The Stanford approach is more complex.
c. The Stanford approach provides for more ideation.
d. There is no essential difference as the both implement the same design thinking.
65. The tool that helps you collate and integrate interview data in order to discover
surprising or unanticipated insights is called a(n) ___________.
a. empathy map
b. emotion map
c. ability map
d. interview map
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
66. Which of the following elements of design thinking aligns with the practice of
entrepreneurship?
a. It involves getting out and taking action.
b. It requires the practice of continuous learning.
c. It incorporates play, empathy reflection, creation, and experimentation.
d. all of these
67. In order to discover how to improve his teaching techniques, Professor Kaine
observes his students as they explore their online learning site, noting what resources
are used and how they interact with one another as they study. He asks questions that
explore the reasoning behind their approaches. What phase of the design process is
professor Kaine using?
a. feasibility thinking
b. empathy
c. needs assessment
d. problem recognition
68. Why is it important to spend time developing the design challenge statement?
a. How you word the statement will guide the entire design process.
b. Unless the customer is described, the product may not be viable.
c. It helps narrow the goal.
d. It guides the powers of observation.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
69. In the context of design thinking, what kind of thinking allows us to move from
openness to understanding, from abstract to concrete, and from what is to what can be?
a. inspirational thinking
b. convergent thinking
c. desirable thinking
d. guided thinking
70. Which of the following is a good best practice when interviewing customers?
a. Asking open-ended questions
b. Encouraging the customer to talk about pain points
c. Asking follow-up questions
d. All of these
71. Why is it important to understand how people feel in the situation you are trying to
improve?
a. It will help you design something of value to the person for whom you are designing.
b. It will help you craft the marketing message
c. It will help you pitch your products to investors
d. It will help you crowdfund
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
72. A small and diverse group meets to brainstorm ways that they can raise money for a
new theater group. In what type of thinking is the group engaged?
a. inspirational thinking
b. convergent thinking
c. divergent thinking
d. guided thinking
73. “How might we create a glue that is flexible?” is an example of which of the
following?
a. a design process
b. a design solution
c. a design challenge
d. an ideation
74. Which is NOT a best practice for brainstorming as identified by Alex Osborn in
Applied Imagination?
a. Be open to wild suggestions.
b. Suspend all judgment.
c. Be cautious of generating too many ideas
d. Experiment with the ideas.
75. Why is it important to support “wild ideas” during brainstorming sessions?
a. It encourages critical analysis.
b. Wild ideas are easier to think of.
c. It saves people embarrassment.
d. Wild ideas can often give rise to creative leaps.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
76. Why is it important to consider only one idea at a time during a brainstorming
session?
a. It is hard to hear if too many ideas are coming at once.
b. It is more likely to build on an idea and make a creative leap.
c. It is more creative if one is polite.
d. It is important to slow the process down as much as possible.
77. Why is it important to be visual during a brainstorming session?
a. It helps eliminate weaker ideas.
b. Drawing helps get ideas across.
c. It allows people to work independently on different ideas.
d. It builds on artistic skills.
78. According to the authors of Designing for Growth, what question should you
consider when making decisions about what the customer really wants?.
a. What is?
b. What if?
c. What wows?
d. What does?
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
79. According to the authors of Designing for Growth, what question encourages you to
imagine all of the possibilities without regard to the reality of the ideas?
a. What is?
b. What if?
c. What wows?
d. What works?
80. Why is design thinking important as an entrepreneurial skill?
a. It reduces the cost of engineering and production.
b. Today’s businesses are faced with complex challenges with no easy answers.
c. Today’s customers are more demanding than ever before.
d. It is difficult to get quality products at a reduced price.
True/False
1. The concept of design thinking aligns with many of the facets of the practice of
entrepreneurship.
2. The best way to discover latent needs is to interview people.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
3. Divergent thinking and convergent thinking allow entrepreneurs to move from the
abstract and the concrete.
4. Brainstorming requires that no idea be criticized until all ideas have been expressed.
5. Observation is defined in the text as an interpretation of a realization that provides a
new understanding of human behavior.
6. The purpose of a design interview is to gain validation of a design concept.
7. After an interview, it is a good idea to write down additional observations and insights
from body language and tone of voice.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
8. The empathy map can spot contradictions and certain tensions which can spark a
whole host of interesting insight.
9. In the peel-the-onion approach to interviewing, the interviewer begins with the core
root of the problem, then explores solutions.
10. The ability to observe cannot be improved with techniques or practice.
11. Design thinkers welcome constraints and see them as opportunities to identify
innovation solutions.
12. Empathy helps us understand how people do things but not why.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
Essay
1. Describe why asking what people need is or is not the best start to the design
process.
2. Describe how one can “step into the shoes” of another in order to empathize.
3. Describe five open-ended questions that you could use to explore why people
procrastinate paying their taxes.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
4. Describe what techniques or practices you would use in demonstrating active
listening during an interview.
5. Describe what is done during a peel-the-onion process. Explain why the process is
used.
6. Observe the way you brush your teeth. You may also observe someone you know.
Document the process using an empathy map and note any insights you may have.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
7. Demonstrate the design thinking process: Identify challenges or obstacles for a
necessary task in your life, and explore solutions by providing four “How Might We?”
questions.
8. Illustrate how you would ensure that a brainstorming session is successful.
9. Select an activity that is new or that you do all the time. Use the AEIOU model to
record your observations.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
10. Explain why design thinking is important to the entrepreneur.