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c. Bell Laboratories
d. U.S. Steel
50. What is the advantage of storyboarding that makes it so effective?
a. It is shorter.
b. it provokes discussion.
c. The visual element gets the idea across quickly.
d. all of these
51. In storyboarding, who or what is at the center of the story?
a. the company
b. the customer
c. the manufacturer
d. the viewer
52. A city is suggesting that homeowners participate in a mandatory recycle program.
Which of the following would most likely be sketched as the problem (remember that
storyboards are from the customer’s perspective)?
a. overflowing landfills
b. the city facility for processing the recycled items
c. recycling bins placed near the curb
d. overflowing trash cans and a resident not knowing what to do with a bottle that says
“recycle”
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Neck, Entrepreneurship
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53. A city is suggesting that homeowners participate in a mandatory recycle program.
Which of the following would most likely be sketched as the benefit (remember that
storyboards are from the customer’s perspective)?
a. overflowing landfills
b. people not paying the bill
c. neat recycling bins placed near the curb and a happy resident
d. overflowing trash cans
54. What are the elements in the framework for storyboarding?
a. problem, solution, benefit
b. solution, approval, action
c. problem, product, organization
d. need, mindset, product
55. What does one hope the storyboard will do when presented?
a. generate questions
b. gain approval
c. encourage people to invest in the idea
d. answer all questions
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56. How does one formulate a hypothesis?
a. One simply states what one thinks would happen as a result of the experiment.
b. by asking questions, conducting background research, and creating theories of what
might work
c. by considering the potential outcomes of the experiment
d. by studying the business and determining why things work the way they do
57. Sean has created an automatic cat feeder that will release small amounts of wet
food at times set by the owner. He hopes that the unit will solve the problem of having to
feed the cat multiple times a day or having to throw out food that has gone dry. He
builds seven crude but serviceable units and asks friends with cats to test the product.
He then obtains their feedback. What is this action called?
a. a pilot
b. a storyboard
c. a product launch
d. an operational test
58. Sean is thinking about creating an automatic cat feeder similar to one that he
created for dogs. He talks to several cat owners to find out what they dislike about
feeding their cats. He also takes a look at current cat feeders and asks the same cat
owners what they like and don’t like about the feeders. What is this action called?
a. asking questions and a pilot study
b. asking questions and hypothesis testing
c. asking questions and background research
d. asking questions and prototyping
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
59. Sean is thinking about creating an automatic cat feeder similar to one that he
created for dogs. He believes that cats eat several times a day. He also believes that
cats can be trained to come to the sound of a slight ding, indicating that a new tray of
food has been opened. He has several friends set out small trays of food, sounding a
ding to see if cats will associate the sound with curiosity about the food. This action is
called ______.
a. testing the hypothesis
b. forming a hypothesis
c. analyzing data
d. assessing results
60. Sabrina just received a toy for her seventh birthday. She is describing all the things
she likes and dislikes about the new toy. What type of customer is Sabrina?
a. engaged user
b. end user
c. early adopter
d. decision maker
61. Sabrina just received a toy from her mother for her seventh birthday. She is
describing all the things she likes and dislikes about the new toy. What type of customer
is Sabrina’s mother?
a. decision maker
b. end user
c. intermediary
d. economic buyer
62. Sabrina just received a toy from her mother for her seventh birthday. The toy was
recommended by her elementary school teacher for its educational value. The teacher
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has been conducting lectures on educational toys for children. Sabrina’s teacher is what
kind of customer?
a. decision maker
b. recommender
c. influencer
d. economic buyer
63. Carmen has recently published her first book and is delighted when she sees an A–
list actor praising it on a morning talk show. What kind of customer is the actor?
a. a recommender
b. an influencer
c. an end user
d. a decision maker
64. Shelisa, an author, is on a TV show talking about her latest book. The host of the TV
show holds up her book and says “This is a must read for all of my readers.” What kind
of customer is the TV show host?
a. a recommender
b. an saboteur
c. an end user
d. a decision maker
65. Kristin is a buyer for a local Costco. She is interested in having your line of one–of-a-
kind jewelry displayed during a weekend promotion. However, her supervisor, Dave,
says they have had too many unsuccessful jewelry displays lately and he does not want
to present the idea to the store manager. What type of customer is Dave?
a. a saboteur
b. an economic buyer
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c. an end user
d. a decision maker
66. Kristin is a buyer for a local big box store. She is interested in having your line of
one–of-a-kind jewelry displayed during a weekend promotion. She suggests that she talk
with Larry French who is in charge of all the company’s big box stores on the West
Coast. What type of customer would Larry French be?
a. an influencer
b. an economic buyer
c. a saboteur
d. an end user
67. Sarah is a musician who is frequently photographed for celebrity magazines.
Readers often inquire about where to buy the fashions she is seen wearing in the
photographs. What kind of customer would Sarah be?
a. a saboteur
b. a decision maker
c. an influencer
d. a recommender
68. Mehreen is one of the most popular girls in school. She arrives one morning
carrying a fidget spinner and within weeks it seems like everyone in the school has one
too. What kind of customer is Mehreen?
a. An influencer
b. A saboteur
c. An economic buyer
d. A decision maker
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Neck, Entrepreneurship
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69. If you were to storyboard the idea for Rent the Runway, which offers rentals of
designer dresses, in what part of the framework would the fact the online business
would allow wowen to have access to designer dresses for one-tenth of the original
cost?
a. The problem
b. The solution
c. The idea
d. The benefit
True/False
1. Experiments do not have to have a clear purpose; they only need to be observed and
have an outcome.
2. If the experiment fails to deliver the results the entrepreneur anticipated, the
experiment is a failure.
3. A new perfume manufacturer wants to test peoples’ reaction to the scent. As people
enter a large department store, they are sprayed with the product and asked to fill out a
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questionnaire in exchange for a free sample. This would be an acceptable way of
conducting the experiment.
4. A prototype is often created before a pilot test is conducted.
5. For a prototype to be effective, it must communicate what our ideas would look like,
behave like, and how they work.
6. Observations are not acceptable data in an experiment.
7. Experiments do not need to be completed in order to produce results.
8. A true experiment identifies a clear hypothesis.
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9. One of the disadvantages of storyboarding is that it requires artistic talent.
10. The customers who actually buy, use, and give feedback on your product are called
decision makers.
11. The main problem regarding experience in the role of decision making is that some
new ideas are better than convention or what we thought we knew.
12. A pilot experiment is a large-scale study to assess the feasibility of a product or
service.
13. When gathering data about customers, it is almost impossible to observe direct
outcomes of advertising.
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14. An entrepreneur following the scientific process of experimentation should conduct
background research before forming a hypothesis.
15. Entrepreneurs should avoid experimenting with potential customers.
16. Using historical data will only provide insights into past behaviors—they cannot
predict how people might react to new products and innovations.
17. Entrepreneurs have more freedom to experiment than larger organizations, as they
have less to lose.
18. Entrepreneurs are more likely to generate new business ideas if they stick to a
routine of familiar experiences.
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19. Taking apart a product or a process to understand how it works can help an
entrepreneur generate new ideas.
20. A written description of a product is a better way to generate discussion from
potential customers than a storyboard.
21. When there is insufficient data available, intuition and experience are reliable to use
to make decisions.
1. Describe how the idea of experimentation helps a company move forward in a careful
and cost effective manner.
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2. Antoinette wants to test her new vegetarian burger and test the hypothesis that
people will not be able to tell it is not beef. She tests her product at a local big box store
and hands samples out, telling people that it is a new hamburger product. She then
asks them to fill out a questionnaire about the product. Discuss how this experiment is
or is not being conducted in an ethical manner.
3. Imagine that you are a salesperson for a whiteboard tool that is used in schools. The
board is exceptionally easy to clean and does not glare when pictures of it are taken.
Describe the various customers you may have to work with in selling this product.
4. Diego has developed a software program idea that will help students organize their
study notes. The program will interface with online readers that highlight components of
the book, allow the student to upload notes taken on a notebook or tablet, and will store
relevant audio excerpts. All forms of notes can be tagged for categorization. Design a
hypothesis that will determine interest in this product and discuss how the experiment
might be carried out.
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SAGE Publishing, 2018
5. Imagine that you are in a Starbucks restaurant and are testing the hypothesis that
most people are in the store for less than 10 minutes. How would you test that
hypothesis?
6. Demonstrate how taking apart a residential smoke detector might help you apply
experimentation to improve the product.
7. Describe an experience you had while traveling or engaging in a new activity. Identify
what the experience was and what elements you later incorporated into your life.
8. Consider a situation where you were the end user of a product. What other
“customers” were involved in your decision to purchase the product?
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9. Describe why storyboarding is an effective form of experimentation.
10. Observe the two-lane option of a McDonald’s drive-through service. Create a
storyboard that prototypes this service.