Statement regarding diffusion of innovation theory

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Reference no: EM133613698

Questions

1. Forecast sensitivity analyses are useful because...

A. All forecasts are wrong, the only question is how wrong.

B. Understanding boundaries is important to determine risk in further development and launch.

C. You will look more sophisticated and impress your boss.

D. You can see the effect changes in your assumptions have on likely outcomes.

E. All the above.

2. Which is of the following is a true statement regarding diffusion of innovation theory and who should be recruited to participate in concept tests?

A. The late and early majority represent the bulk of potential customers, so having them participate in concept testing is key to its validity.

B. Innovators tend to purchase products extremely early in almost all product categories that are relevant to them.

C. Innovators are a small subset of potential buyers who tend to be very early adopters in specific product categories rather than in all categories.

D. Recruiting innovators is key to running valid concept tests because later buyers ultimately model their buying decisions based on innovator experiences.

E. Participants in concept tests should represent all potential buyers of the product if it is developed and launched.

3. Which of the following is not true about purchase intention questions in concept testing and new product sale forecasting?

A. Research participants in concept tests typically overestimate their likelihood of purchasing tested concepts.

B. Purchase intention measures are used to estimate the rate of customer trials in the ATAR model.

C. The accuracy of purchase intention measures depends on the effectiveness of concept statements in communicating key information about the concept.

D. Research consistently finds that purchase intention measures are too inaccurate to be useful.

E. Purchase intention measures are difficult for research participants to answer because they are trying to accurately forecast their behavior in a future that is uncertain.

4. The discount or hurdle rate used to discount future profit streams when building financial models for new product concepts should be the same as the organizations overall rate-of-return requirement as determined by the finance department.

True

False

Reference no: EM133613698

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