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32. Which of the following statements about the observation method of gathering information
is true?
33. Crunchie Cereals Inc., in order to better anticipate customer needs, sent its product and
marketing teams to visit the homes of those U.S. families that regularly used its products. Based
on the data gathered from analyzing consumer behavior, the product managers concluded that
office-going customers would like to have their cereal on the go. Keeping this in mind, Crunchie
Cereals came up with a new "Crunch-on-the-go" portable package. Identify the methodology
used to gather information regarding customer needs in this scenario.
34. Which of the following is true of role playing as a research technique?
35. Role playing:
36. Which of the following techniques can suggest new product functions by creating as
many verb-object combinations as possible?
37. Which of the following techniques can be used to identify those problems that customers
or end users do not know they have at present?
38. Which of the following is true of scenario analysis?
39. With reference to scenario analysis, in _____ studies, the focus is on what changes must
be made between now and then if the leap scenario is to come about.
40. Helium Corporation is identifying the changes it must be prepared to make in order to be
competitive in the year 2020. This process involves focusing on the interim period so that it can
solve the future problems and have solutions ready to market when the time comes. In this case,
Helium Corporation's efforts can be best described as a(n):
41. In a _____, one assesses the likelihoods of occurrence of high-impact, low-probability
events and investigates the threats or new product opportunities they suggest.
42. According to an assessment by the Arlington Institute, in the future, human cloning will
raise ethical issues as well as the possibility of extending human life thanks to organ and tissue
cloning. This high-impact, low-probability event is an example of:
43. Which of the following guidelines is recommended for conducting a good scenario
analysis?
44. After identifying an important user problem, most problem solving should:
45. A group ideation technique put forth by Alex Osborn that involves a process where one
person presents a thought, another person reacts to it, another person reacts to the reaction, and
so on is called _____.
46. Brainstorming and the group creativity techniques it spawned, tend to rely heavily upon:
47. Which of the following techniques should be followed to make a brainstorming session
more effective?
48. Which of the following is true of the problem-solving technique of brainsketching?
49. Which of the following techniques encourages the use of "art" through drawing to
facilitate finding connections between ideas?
50. Which of the following is an advantage that electronic brainstorming has over traditional
brainstorming?
51. Coinstar Inc.'s primary objective is to seek innovation. In an attempt to ensure that its
creativity groups actually work on problems instead of merely discussing them, the company
creates an assembly of functional specialists from all relevant fields and charges them with the
task of discussing the problem at hand. Which of the following best describes this assemblage of
experts?
52. Discuss the use of internal records in identifying the sources of needs and problems with
a suitable example.
53. Explain the problem-analysis procedure of reverse brainstorming.
54. Describe how focus groups are used to seek the voice of the customer (VOC).
55. Discuss product function analysis as a concept generation method.
56. List the guidelines to be followed for conducting a good scenario analysis.
57. Explain how online communities have revolutionized customer information gathering with
relevant examples.
