L7: Testing And Forecasting

Question 1

What are the (3) different types of testing?

Answer 1

Concept testing
Product testing
Marketing testing

Question 2

What are the (3) aspects of the testing triangle?

Answer 2

Response measurement
Stimuli design
Respondent selection

Question 3

Respondent selection: heavy product category users or novices?

Answer 3

Heavy users better comprehend and prefer minor innovation, not radical innovations.

Question 4

Respondent selection: innovative people or average people?

Answer 4

Innovative people better deal with little information and better represent earlier adopters.

Question 5

Respondent selection: employees or ‘real’ customers?

Answer 5

Employees may be biased, but are easier to approach and there is less risk of sensitive information being leaked.

Question 6

What to test in stimuli design (3)?

Answer 6

Packaging
Advertising
Product

Question 7

What is meant by narrative transportation?

Answer 7

Degree to which one develops a vivid mental image of a certain situation; immersing in the story as if being the main actor.

Question 8

Do narratives work as good as prototype demo?

Answer 8

When an actor is described and shown in a setting with intentions, actions, outcomes and conclusion : evaluated the same.

Question 9

What do we need to forecast the sales curve (3)?

Answer 9

Coefficient of innovation
Coefficient of imitation
Market size

Question 10

We should use parameters of products that are similar in terms of… (4):

Answer 10

Environmental context
Market structure
Buyer behavior
Innovation characteristics

Question 11

What are some limitations of the Bass model (4)?

Answer 11

Q is constant and always positive
Only models one-time purchase
Assumes sales are independent from (non)adoption of other innovations
Does not include marketing variables

Question 12

What is meant by escalation of commitment?

Answer 12

Continuing failing projects even when the objectively correct decision of concept gate is stop.