The New-Product Development Process Discussed in the Text

question 62

Multiple Choice

The new-product development process discussed in the text

• A) is based on the idea that a firm should eliminate potentially unprofitable product ideas as early as possible.
• B) seeks to take as many ideas to market as possible, hoping to find a breakthrough opportunity.
• C) relies solely on test marketing to decide whether to drop an idea or take it to market.
• D) is especially important since it increases the number of new product ideas that get to the commercialization stage.
• E) None of these alternatives is true.

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Definitions:

Ordinal Scale

A scale of measurement in which the measurement categories form a rank order along a continuum.

Unobtrusive Measure

Research methods that do not involve direct interaction with the participants, minimizing the influence of the measurement process on the results.

Convergent Validity

The extent to which two measurements of constructs, which are expected to have a theoretical correlation, actually do exhibit a relationship.

Reactivity

The alteration of the behavior of study participants due to their awareness of being observed.