Which type of new product test is most likely to answer the questions: "How does the customer perceive the product?" and "Who would use the product?"
A. An internal test
B. A concept test
C. Commercialization
D. Weighted point system
E. Non-weighted point system
Answer: (B) Concept tests usually rely on written descriptions of new products, and may be augmented with sketches of other literature. Several key questions are asked during the concept testing phase of new product development, including "How does the consumer perceive the product," and "who would use the product?" The firm would internally evaluate all new products and proposals to see if they "fit" the product strategy, so an internal test (A) is incorrect. (C) is not correct. A weighted point system (D) can establish criteria for product screening, but does not answer the above questions. Likewise, a non-weighted point system can establish criteria, but it doesn't provide answers to the above questions, thus (E) is incorrect.