Describe the idea screening stage of the new-product development process. Describe a common test used during the screening stage.
What will be an ideal response?
The screening process is used as an initial filter to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are inappropriate for some other reason. The review is usually done by a group formally appointed to screen new-product ideas. Most new-product ideas are rejected at this stage.
Concept tests are often used at the screening stage to evaluate product concept alternatives. Concept tests can be good predictors of early trial and repeat purchases for line extensions. They are not as accurate in predicting the success of new products that create new consumption patterns and require major changes in consumer behavior.
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What will be an ideal response?