Trade off analysis (also called conjoint analysis) looks at the difference between customer preferences (utilities) to determine which utility the customers prefer. In conjoint analysis no quantitative (numerical) statistics arc collected, we only take qualitative statistics. Dimensional analysis looks at the features of products, including the measurements of dimensions. Brainstorming in dimensional analysis creates a widely used idea-generating technique called checklists. The use of computers and/or virtual reality systems are not used in concept testing. We should look at expenditures for new product development, this will determine when we need to make a serious decision on whether to continue or quit the development. There is only one risk when developing a new products-it's if we decide to create the products and the product is not successful in the marketplace