1.    Why is insight screening an important stage for any innovation-focus company? 

2.    What is the role of a concept in innovation research?   Why is it so important? 

 3.    Which of the following are common elements of a concept? 

a.    A consumer insight
b.    An illustration
c.    A reason to believe
d.    A price
e.    All of the above
f.    a, b and c
g.    b, c and d

 4.    Explain the difference between monadic concept testing and sequential-monadic concept testing.  What are the benefits and disadvantages of each?  

5.    Which of the following best describes volumetric forecasting? 

a.    Predicting the size of pack that will be most popular
b.    Projecting how many units will be sold with the positioning tested
c.    Identifying the impact of seasonality on future sales
d.    Comparing expected dollar sales to production and distribution costs to forecast profits
e.    None of the above
f.    b, c and d

 6.    For product testing, what are the pros and cons of using each of the two main approaches:

• central location testing 
• in-home testing? 

 7.    What are some of the situations when you would want to undertake product testing? 

 8.    What is a simulated test market?  Describe the role that it plays in marketing research?  

9.    Which of the following are key stages in the survey that collects data for a simulated test market for a product test? 

a.    Initial exposure to a concept
b.    Purchase decision
c.    Product trial
d.    Repurchase decision
e.    Product replacement
f.    All of the above
g.    a, b and e