READINGS TEST 2 - product use testing

READINGS TEST 2 - product use testing - READINGS TEST 2...

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READINGS TEST 2 Product Use Testing Pg. 303: Understand product use testing -Usually firms make up a quantity of prototypes On the bench: a single working unit of a new remote control, made by designers) Small-scale pilot production set up -Give the end user a product concept that is in a form for extended use – no more guessing about whether it would or might satisfy the needs, based on internal laboratory, or bench, testing Product Use Testing (PUT) o Devising a method for testing the end users experience with the new item o Sometimes called market acceptance testing o shows up in several different places during the entire process unique superior products, the repeat buying percentage in the ATAR paradigm requirements in the protocol **a product that doesn’t meet end user needs fails on 1 of 3 key causes of failure o we use PUT because: assessing the physical prototype under normal operating conditions (real customers) product will probably still not be perfect at this time testing should continue until the team is satisfied that the new product does indeed solve the problem or fill the need that was expressed in the original protocol Pg. 315-322: decisions in product testing (pros and cons, etc) 1. Who should be in the user group? Lab personnel – at plants where products are first produced Experts – such as cooking staff in a test kitchen (usually around 3-6) i. Give more careful consideration than will typical users ii. probably will express more accurate reactions iii. not interested in the same things that interest consumers, though Employees (usually around 30+) i. Widely used though often criticized ii. Company loyalties, pressures, employee lifestyles and customs may distort opinions and attitudes iii. Problems: bias can be overcome by concealing the product identity
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This homework help was uploaded on 03/18/2009 for the course MKTG 4250 taught by Professor Kornish,la during the Fall '07 term at Colorado.

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READINGS TEST 2 - product use testing - READINGS TEST 2...

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