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31. Concept testing is a part of the _____ process.
32. The first purpose of concept testing is to:
33. Once a concept passes the first hurdle, concept testing will focus next on:
34. According to the classic five-point question format of the concept test for a product, the
top-two-boxes score includes the number of people who:
35. According to the classic five-point question format for purchase intentions, which of the
following is true of the top-two-boxes score?
36. Which of the following is the largest supplier of concept tests?
37. A concept statement developed during the new product development process:
38. Practitioners urge that a concept statement should:
39. Which of the following has to be usually supplemented by a narrative statement of the
concept in a concept statement?
40. A commercialized concept statement:
41. Which of the following formats of concept testing produces more realistic evaluations but
also risks the bias of good or poor advertising copy writing?
42. Which of the following adopter groups are the most important for concept testing of new
products and, probably, market acceptance?
43. Which of the following methods of concept testing combines the best features of focus
groups and surveys and has proved useful in screening new consumer product concepts?
44. Which of the following is an immediate and critical question in concept testing that
should be answered prior to all other questions?
45. Track Inc. seeks to identify unsatisfied market segments in the health care insurance
segment. It wants to concentrate its efforts on developing concepts ideally suited to the needs of
these segments. For this purpose, the firm is most likely to employ _____.
46. Benefit segments are most likely to be identified or described using ____.
47. The benefit segments overlaid onto a perceptual map result in a ____, which allows
assessment of the preferences of each benefit segment for different product concepts.
48. The optimum proportion of attributes desired by a market can be identified with the help
of ____.
49. Which of the following is true of conjoint analysis in concept testing?
50. Conjoint analysis is used to identify _____.
51. Briefly describe the provisos which can be applied by an organization to resist the
bazooka effect.
52. Briefly discuss the situations in which concept testing will be less useful.
53. Discuss the use of prototypes as concept statement formats.
54. With reference to the various considerations in concept testing research, describe the
real-time response survey procedure.
55. Describe the use of conjoint analysis in concept testing.
