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Q:
Conducting a good scenario analysis requires one to keep it simple as participants will likely have difficulty understanding really complex scenarios.
Q:
In static leap studies, the focus is on what changes must be made between now and then if the leap scenario is to come aboutthe interim time period is the meaningful focus.
Q:
The fourth general source of stakeholder needs, scenario analysis, comes into play when there is a need to anticipate future problems that end users don't know they have at this time.
Q:
A product can be expressed in two words, a verb and an object.
Q:
Role playing is the best means of generating ideas for new products.
Q:
A focus group makes it difficult for a person to talk about his or her problems when others in the group have already admitted they have problems too.
Q:
Government reports and investigations by social critics are examples of stakeholder contacts that are used to seek out the voice of the customer.
Q:
The bothersomeness index method of sorting and ranking problems according to their severity or importance uses the extent of the problem and the frequency of its occurrence.
Q:
The first step of reverse brainstorming involves identifying a group of "heavy product users" or activity participants within that category.
Q:
Problem analysis is primarily concerned with building an inventory of user problems.
Q:
The most common source of needs and problems comes from an organization's routine contacts with customers and others in the marketplace.
Q:
Explain how online communities have revolutionized customer information gathering with relevant examples.
Q:
List the guidelines to be followed for conducting a good scenario analysis.
Q:
Discuss product function analysis as a concept generation method.
Q:
Describe how focus groups are used to seek the voice of the customer (VOC).
Q:
Explain the problem-analysis procedure of reverse brainstorming.
Q:
Discuss the use of internal records in identifying the sources of needs and problems with a suitable example.
Q:
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? A. Disciplines panel B. Focus group C. Observation team D. Dynamic study group
Q:
Which of the following is an advantage that electronic brainstorming has over traditional brainstorming?
A. It allows only one person to talk at a time.
B. It prevents participants from all answering at once.
C. It encourages "social loafing".
D. It allows participants to answer anonymously.
Q:
Which of the following techniques encourages the use of "art" through drawing to facilitate finding connections between ideas?
A. Brainsketching
B. Speedstorming
C. Role playing
D. Interviewing
Q:
Which of the following is true of the problem-solving technique of brainsketching?
A. In brainsketching, participants express their ideas in words instead of drawings.
B. Brainsketching helps participants draw more connections with earlier ideas when coming up with new ideas.
C. In brainsketching, participants pair off and discuss a topic for a three- to five-minute round.
D. The technique of brainsketching cannot be used to generate new ideas.
Q:
Which of the following techniques should be followed to make a brainstorming session more effective?
A. Generate a small number of ideas and avoid numbering them.
B. Stop the brainstorming session when the group hits a plateau.
C. Build models and prototypes of ideas using odds and ends.
D. Judge ideas as soon as they are put forth.
Q:
Brainstorming and the group creativity techniques it spawned, tend to rely heavily upon:
A. watching customers using products in their own environments.
B. leaping into the future to pick a period that is then described.
C. the presenting or reacting sequence that gives group creativity its meaning.
D. the study of wild cards, which are high-impact and low-probability events.
Q:
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 _____.
A. crowdsourcing
B. brainstorming
C. scenario analysis
D. role playing
Q:
After identifying an important user problem, most problem solving should:
A. not be done intuitively without a quantifiable method.
B. be done by the new product group members involved in the concept generation work.
C. exempt marketing people from the process as their primary task is to generate sales.
D. be done on a generic scale instead of focusing on the specifics of each problem.
Q:
Which of the following guidelines is recommended for conducting a good scenario analysis?
A. Determine scenarios by just using one factor.
B. Avoid selecting group members with complimentary viewpoints.
C. Summarize progress periodically to avoid contradictions.
D. Avoid reusing groups for scenario analysis.
Q:
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:
A. an observation.
B. lateral thinking.
C. a wild card.
D. an itemized response.
Q:
In a _____, one assesses the likelihoods of occurrence of high-impact, low-probability events and investigates the threats or new product opportunities they suggest.
A. static leap study
B. focus group study
C. dynamic leap study
D. wild card study
Q:
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):
A. focus group study.
B. dynamic leap study.
C. observational study.
D. static leap study.
Q:
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.
A. dynamic leap
B. exploratory
C. product function
D. static leap
Q:
Which of the following is true of scenario analysis?
A. It helps in formulating a solution for a future problem.
B. It is primarily used to solve current problems with existing products in the market.
C. It focuses on the problems that competitors are aware of.
D. It primarily involves watching customers using products in their own environments.
Q:
Which of the following techniques can be used to identify those problems that customers or end users do not know they have at present?
A. The use of focus groups
B. Scenario analysis
C. Role playing
D. Product function analysis
Q:
Which of the following techniques can suggest new product functions by creating as many verb-object combinations as possible?
A. Reverse brainstorming
B. Omniscient proximity
C. Product function analysis
D. Scenario analysis
Q:
Role playing:
A. tends to stifle creativity.
B. helps unwilling product users to express their views.
C. is not effective in instances where product users are unable to visualize their reactions.
D. is one of the most successful techniques for generating ideas for new products.
Q:
Which of the following is true of role playing as a research technique?
A. There is substantial evidence of its successful use in generating ideas for new products.
B. This technique tends to undermine creativity.
C. It would be valuable in instances where product users are unable to verbalize their reactions.
D. It would not be suitable in instances where consumers are emotionally unwilling to express their views.
Q:
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.
A. Focus groups
B. Observation
C. Interviewing
D. Screening
Q:
Which of the following statements about the observation method of gathering information is true?
A. This method does not involve the use of video cameras or photos to record observational data.
B. This method excludes non customers from its subject of observation.
C. There is little evidence of the successful use of this method in generating ideas for new products.
D. This method is rooted in sociological studies.
Q:
Which of the following is true of focus groups?
A. A focus group is often very difficult to set up and is the most expensive method of gathering information.
B. A focus group, unlike the traditional survey, depends on the power of numbers rather than in-depth discussions.
C. A focus group makes it difficult for a person to talk about his or her problems when others in the group have already admitted they have problems too.
D. Although the focus group technique is common, the outcome is not always, or even usually, successful.
Q:
Discuss the advantages and risks of open innovation.
Q:
Discuss the toolkits for user innovation methods.
Q:
Briefly describe the three inputs required in the creation process.
Q:
Discuss the barriers to firm creativity.
Q:
Mention the various obstacles to idea generation and discuss each of them.
Q:
One of the complicated issues a firm must manage in an open innovation policy is:
A. complete outsourcing of a company's R&D.
B. intellectual property protection.
C. top management support.
D. restrict the knowhow a company develops internally.
Q:
The objective of a firm using open innovation is to:
A. completely outsource its R&D.
B. to reach out beyond its familiar research partners and to access R&D carried out globally.
C. allow for inputs purely from external sources by keeping the internal sources on hold for a later point in time.
D. get tolerant to some aberrations and thereby allow innovation at the cost of rule violations.
Q:
_____ is defined as the process a company employs to externally search for and source research, new technologies, and products.
A. T-P-M linkage
B. Open innovation
C. Creative abrasion
D. Leveraged creativity
Q:
_____ are those customers that are sought by a firm for eliciting new product ideas, since they have been associated with a significant current trend.
A. Resellers
B. Vendors
C. Inventors
D. Lead users
Q:
Identify the correct statement with regard to end users as a source of ready-made new product concepts.
A. They are most likely to generate modest product improvements rather than new-to-the-world products.
B. A typical end-user is more likely to come up with ideas that are easily developed into real products.
C. The role of an end user is independent of the industry and does not vary across industries.
D. A customer-designed product cannot be directly transferred to manufacturing or production.
Q:
Most of the ideas offered by consumers in the form of crowdsourcing would be best characterized as:
A. product improvements.
B. inventions.
C. new-to-the-world products.
D. innovations.
Q:
Which of the following would qualify as an outside source of ready-made new product concepts?
A. New products people
B. Marketing teams
C. Manufacturing teams
D. Lead users
Q:
Which of the following can is an example of crowdsourcing?
A. A multimedia company releases a game in the market for the first time.
B. An eco-friendly apparel store, invites users to submit designs for its new range of ethnic wear on its online platform.
C. A retail firm removes most of its channel partners from its supply chain to deal directly with customers.
D. A toy making firm outsources its research and development to an external vendor to gain competitive advantage.
Q:
In the context of obtaining product ideas, open idea solicitation is known as:
A. crowdsourcing.
B. skimming.
C. market penetration.
D. shoulder surfing.
Q:
Which of the following statements is true regarding the method of user toolkits?
A. It is particularly useful when very few customers require customized products.
B. It increases the number of iterations required to fully satisfy customers.
C. It increases time required to respond to customer needs.
D. It formally turns the innovation task over, to some extent, to the users themselves.
Q:
Concept generation must be a(n) _____ process.
A. passive
B. reactive
C. active
D. defensive
Q:
With reference to the new product development process, an initial verbal and/or prototype expression that tells what is going to be changed and how a customer stands to gain or lose is best described as a _____.
A. charter
B. bond
C. concept
D. prototype
Q:
Prior to proceeding with development of a new product, a group of technical people and intended customers will review a _____ statement to assess its potential.
A. product input
B. product potential
C. product concept
D. product process
Q:
A product protocol primarily describes:
A. form.
B. benefits.
C. technology.
D. potential.
Q:
Identify the best sequence to follow during the development of a new product.
A. Technology; form; benefit
B. Form; technology; benefit
C. Benefit; technology; form
D. Technology; benefit; form
Q:
One of the reasons why technology-driven scientists, in most cases, actually put benefit before form and technology in the creation process is that:
A. it makes finding customer problems very easy.
B. they have some idea of need that is leading them in their efforts.
C. an idea developed into a concept using this sequence is always successful.
D. the production cycle using this sequence is much shorter.
Q:
Putting benefit last is very risky, since:
A. it is the power to do work.
B. it comprises the sequence of steps by which a service is created.
C. it comprises a solution trying to find a problem.
D. it requires an itemized response.
Q:
With reference to the three inputs required by the creation process, _____ is the source by which the form is attained.
A. design
B. potential
C. technology
D. benefit
Q:
_____ is defined in product innovation as the power to do work.
A. Benefit
B. Form
C. Technology
D. Potential
Q:
Which of the following inputs, in the case of a service, required by the creation process can be best described as the sequence of steps by which the service will be created?
A. Form
B. Technology
C. Benefit
D. Conceptualization
Q:
A new product:
A. when launched is still in a tentative form.
B. if successful can be termed a concept.
C. comes into being the moment its prototype is ready.
D. comes into being the moment its potential benefits are identified.
Q:
A new product only really comes into being when:
A. a concept is generated.
B. the technology to create the product is acquired.
C. a prototype passes scrutiny by potential users.
D. it is successful in the market.
Q:
In the context of barriers to firm creativity, strong interpersonal ties between team members tend to lead to:
A. information overload.
B. more innovative ideas.
C. weak social cohesion.
D. lack of creative abrasion.
Q:
The practice of deliberately pairing a "blue sky" creative person with a "practical" type is called:
A. competitive venturing.
B. creative abrasion.
C. dysfunctional creativity.
D. itemized response.
Q:
By definition, new product teams are _____, which means a greater variety of perspectives but also potential difficulties in reaching a solution acceptable to all.
A. cross-functional
B. monopolistic
C. highly bureaucratic
D. iconoclastic
Q:
Rex is the general manager of the New Way Hotel. Whenever an employee comes up to Rex with a new idea, he listens patiently, cites all of the advantages of the new idea and then addresses the negatives, but only in a constructive mode. Identify the technique being used by Rex to encourage creativity.
A. Accentuating the positive
B. Itemized response
C. Creative abrasion
D. Social cohesion
Q:
The practice of citing the advantages of a proposed idea before addressing the shortcomings in a "positive manner" is called:
A. itemized response.
B. velvet-gloving.
C. accentuating the positive.
D. soft-soaping.
Q:
Which of the following techniques of encouraging creativity is followed by the 3M?
A. Allowing creatives to break general rules at will
B. Giving group rewards for innovation
C. Allowing reproductive thinking
D. Allowing free time for innovation
Q:
Teltos Inc. is seeking ways to motivate its "creative types." Which of the following ways can be considered by the firm to encourage creativity among the creatives?
A. Avoiding training programs as creatives cannot benefit from training
B. Being less tolerant of aberrations
C. Allowing free time for innovation
D. Encouraging reproductive thinking
Q:
Creative persons:
A. tend to benefit from training.
B. tend to be more judging and less perceiving than other individuals.
C. tend to be less extraverted than other individuals.
D. tend to mostly think reproductively.
Q:
The MBTI Creativity Index uses an individual's _____ to assess his or her creativity.
A. personality scores
B. general knowledge
C. numerical ability
D. intelligence quotient
Q:
Which of the following statements is true of creative people?
A. They usually follow reproductive thinking rather than productive thinking.
B. They tend to be creative throughout their lives and never become uncreative.
C. Their creativity cannot be measured.
D. They typically cannot benefit from training.
Q:
People who solve problems in ways that have worked for them in the past are characterized by _____ thinking.
A. innovative
B. regressive
C. reproductive
D. stereotyped
Q:
According to the MBTI Creativity Index, creative people tend to be more:
A. egocentric.
B. intuitive.
C. judging.
D. introverted.
Q:
Identify the activity that takes place during the phase of "preparing a firm for ideation."
A. Collecting concepts from internal sources
B. Establishing a nucleus for the screening stages
C. Offering possible solutions
D. Conducting an in-depth analysis of markets
Q:
The closed innovation model allows for inputs to come exclusively from internal sources but not from external ones.
Q:
Under an open innovation policy, firms make a strategic commitment to use available knowledge in the external environment to improve innovation performance.