Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
Chapter Exercises and Projects
Chapter 7: Testing and Experimenting in Markets
Chapter Learning Objectives:
7.2 Identify and describe the six steps of scientific experimentation.
7.4 Explore different ways of generating data and describe the rules of
experimentation.
7.6 Illustrate the power of storyboarding as a form of prototyping and a basis for
experiments.
Proposed Activities
Activity 1: Experiments and Experimentation
(This can be done solo or as a team exercise; it can be used for online, face–to-face, or a
blended format)
What are the advantages and disadvantages of experimentation as related to
Learning Objectives:
7.1 Define experiments and describe the steps of experimentation.
7.5 Identify three types of experiments most commonly used.
Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
Activity 2: Experimental Method
(This can be done solo or as a team exercise; it can be used for online, face-to-face, or a
blended format)
Describe how you would do each of these steps in the scientific methods in an
entrepreneurial area you are interested in. What potential barriers might you
experience and how would you address these?
2. carrying out background research,
4. testing the hypotheses by running experiments,
6. assessing results.
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Learning Objectives:
7.2 Identify and describe the six steps of scientific experimentation.
7.4 Explore different ways of generating data and describe the rules of experimentation.
Activity 3: Ethics in Market Research
(This can be done solo or as a team exercise; it can be used for online, face–to-face, or a
blended format)
Conduct a search for contemporary (last 5 years) examples where there may have been
ethical issues with how market data were collected and used. What protections exist to
protect the rights of consumers? How would you ensure that your own research abided
by ethical guidelines?
Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
Learning Objectives:
7.4 Explore different ways of generating data and describe the rules of experimentation.
Activity 4: Storyboarding
(This can be done solo or as a team exercise; it can be used for online, face–to-face, or a
blended format)
Develop a four-quadrant storyboard to address a problem of your choice with your
team and present it to your class. Collect questions that were generated and respond to
them. How did the process impact your initial ideas?
Learning Objectives:
7.4 Explore different ways of generating data and describe the rules of experimentation.
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