Coping with Changes in the Digital World - Essay Example

?Concept & Product Testing Executive Summary Change is an important feature in today’s world. This project deals with how effectively digital world can be used to change the course of reading through e-book reader. Amazon is a renowned company in the business of online retailing and Kindle is a revolutionary product from the company. There are two things that have added to the success of Kindle and these are Concept Testing and Product Testing. Every organization needs to focus on these two aspects to attain the success in its new product development process and become the most preferred organization for customers. The research report involves research objectives which are followed by research design, data collection, and methodology, justification of concept and product testing and limitations of research. The questionnaire has been used as part of the research to enable better understanding of the consumer opinions about the product and concept testing. Also focus group interview has been conducted in the research study. Table of Content Introduction 6 Amazon Kindle 6 Product Development 7 1.Idea generation 8 2.Idea Screening 8 3.Concept Development 9 4.Concept Testing 9 5.Marketing Strategy Development 9 6.Business Analysis 10 7.Commercialization 10 Concept Testing 11 Research Objective 11 Research Design 12 Sampling 13 Data Collection 13 Methodology 14 Presentation of findings 15 Rationale of Questionnaire 15 Justification of Concept Testing 17 Limitation 18 Product Testing 18 Research Question 19 Research Objective 19 Research Design 20 Sampling 21 Data Collection 21 Research Methodology 22 Presentation of findings 23 Rationale of Questionnaire 24 Justification of Product Testing 24 Limitation 25 Conclusion 26 Reference 28 Bibliography 32 Appendix 1 34 Questionnaire 34 Appendix 2 37 Focus Group Session 37 Appendix 3 38 Questionnaire 38 Appendix 4 41 Focus Group Session 41 Introduction The e-book is a digital form of the books that are published and produced to be readable on digital e-book reader, personal computers and various other devices (Rau, p. 211). The e-book readers market has largely been confined to USA. Companies like Amazon, Sony, Barnes and Noble’s has played the major role in establishing the market for e-book reader in USA. The times are changing as the market for e-book reader is expanding globally. The market for e-book reader is still confined to a small section because of the fact that large number of content are downloaded through computer using internet connections. The e-book reader has shown a potential market in country like China which is growing tremendously in every aspect. The e-book reader market in China has been growing rapidly with more and people opting for digital form of books (Rau, p. 211). Amazon Kindle Amazon Kindle is an e-book reader from the Amazon.com Company. Amazon Kindle allows its users to browse, read and download various magazines, newspapers, e-books, etc. Amazon.com introduced Kindle in the year 2007 and since then it has developed to a great extent in terms of technology and features. The developer of Kindle, Amazon.com is an US based multinational e-commerce company. The company is headquartered at Seattle, USA and was founded in the year 1995. The company is in the business of online retailing and sells products online through its website. The company is also into manufacturing of consumer electronic goods such of which Amazon Kindle e-book reader is a part. The company also provides cloud computing services to its clients (Amazon, 2012). Amazon Kindle can be rated as one of greatest inventions in the technological field in recent times. It has revolutionized the reading habit of people by making it more interesting. The Amazon Kindle has further made the purchase of books easier and hassle face. Just a click and books can be purchased and downloaded through the Kindle e-book reader. The biggest advantage for the Kindle e-books reader is that it can easily carry hundreds of books acquiring the same amount of space that a single traditional book acquires. Amazon Kindle has helped in the movement against deforestation by not using any form of paper. Digital world has made it a revolutionized product and is greatly accepted across the world (The Affiliate Marketing Blog, n. d). Product Development New product development involves ideas and opportunities related to the new product. New product development takes place when the existing product is lacking certain aspects and the customer is not willing to opt for the existing product (Rainey, 2005, p. 149). The new product development involves certain stages which are important as part of this project in analyzing the whole process and can be discussed as follows: 1. Idea generation Idea generation is the first step in the methodology of new product development. Idea generation has been processed taking both external source and internal source. Internal source involves interviews of focus group. Focus group interview is one of the research techniques which use group interviews to gather data from the respondents whose views are taken into consideration to study a topic related to research. These target persons are selected due to purposeful and focused reasons (Vaughn, Schumm & Sinagub, 1996, p. 5). External source opted for the methodology were the consumers whose views, demands and preferences were used as data and these data were further analyzed to reach to a decision regarding the new product development. 2. Idea Screening Idea screening is the process used to discard the weaker ideas as the new product development costs keeps increasing after every product development stage. The research methodology screened and reviewed the ideas related to cost of product development, return on invest, target market, market size, product size, etc.. (Kazmi, 2009, p. 264). 3. Concept Development Concept development is related to the product concept which can be termed as an extended version of the product idea. The product concept development involves certain actions: Customer needs identification Instituting target stipulation Selection of concept (Ulrich, 2003, p. 16). 4. Concept Testing Concept testing involves the following activities: Getting preliminary view of the concept and its future prospects in terms of commercialization Specifying the product development and in what direction it needs to proceed (Lehmann & Winer, 2005, p. 264). 5. Marketing Strategy Development Marketing strategy involves three stages: The first stage describes the size of target market, product positioning, market share, goals set in the context of profit and sales share. The second stage sketches the strategy related to distribution, price and the budget of marketing for the initial year. The third stage emphasizes on sales in the long run, strategy involving marketing mix and the profit goals (Kotler & Keller, 2007, p. 208-209). 6. Business Analysis The next step involves business analysis which is used as part of the methodology to evaluate the magnetism of new product by projecting profit, sales and cost to analyze if these gratify the objectives of the company. 7. Commercialization Commercialization involves the company’s decision of finally launching the product which may lead to rise in manufacturing cost depending on the demand of the new product in the market. Concept Testing Concept testing is defined as the process of evaluating the response of customers to the idea of a new product development. Apart from this concept testing can also be used to change the preference and attitude in context to the existing product. The main motive involved in concept testing is to have a choice from different alternatives, to get an idea of the product preference by the customers and to specify the right direction for the development of new product (Lehmann & Winer, p. 264). Research Objective The main objective of this research is to evaluate the importance of concept testing for the process of new product development. The objective of this research paper is also to investigate and identify the benefits of concept testing in establishing the right idea for the new product development. The research also focuses on the issue of limitations of concept testing that may hamper the procedure of new product development. This research will enhance the knowledge of the organization regarding the concept testing to attain better results. Though this research will be conducted on Amazon Kindle but it will have a broader application and can be put into effect in context to other industries as well. The research will conduct research design which includes sampling and the methodology process. The research then evaluates the data collection process and finding. Finally questionnaires and limitations of the research will be covered in the research. Research Design The research will lay emphasis on the practicality of the topic related to concept testing. Different approaches will be used to conduct the study involved in research rather than using a single or specific approach. The research will use a combination of different approaches such as deductive and inductive along with the exploratory and explanatory approaches. The research design will be largely based on the primary data but secondary data will also be used as part of the research. There are several means through which primary data will be collected and one of the methods amongst them will be focus group interview. The focus group interview technique largely involves gathering data through group interviews of respondents that are selected for focused and decisive means (Stopher, 2011, p.128). The research will use mixed-method technique which will involve qualitative and quantitative research methods. The first stage of the research will involve the internal data of Amazon which will help to evaluate the process of new product development. These data will be collected from the organization on its approval and then will follow analysis. Past performance of the organization will be taken into consideration to get an idea about satisfaction level of customers. Previous methods involved in the new product development will be analyzed to further enhance the practicality of the research. Sampling A sample size comprising of around 50-55 individuals will be used as part of the research to collect the desired data. The sampling will be performed using probabilistic sampling technique of simple random sampling. This will allow every individual from the selected population to be a part of the research (Babbie, 2010, p.128). The samples will be selected in a way such that the groups are homogenous within the groups and heterogeneous with other groups. This will ensure the generalization of the research and the results of the research conducted through sampling of population can be inferred as results from the entire population (Kalton, 1983, p.35-38). Data Collection The data collection technique in the research will comprise of questionnaire survey. The questionnaire will have open ended question to facilitate qualitative research. The questionnaire will also help to gather more information about the research problem from the respondents as it does limits the respondents from pertaining information to a research question (Brace, 2008, p.3-56). The questionnaires will be used to directly approach the respondents regarding the research topic. Mailing will also be extensively used to gather data from the selected individuals. Methodology The mixed research methodology will be used to analyze the collected data. The mixed research methodology involves qualitative and quantitative techniques of research. Quantitative research method will be used to quantify the data collected through survey. The data will be displayed as pie charts and bar graph for better understanding. The use of images and graphs will further make the findings easy to understand for the larger audience. Qualitative research method will be used to analyze data which does not need to be quantified. Qualitative method will also be helpful in generating a cause and effect analysis of the research topic (McLeod, 2011, p.1-3). The qualitative data based on observation will be collected and summarized to ease the understanding of the finding related to the research question. The mixed research methodology will ensure higher value, reliability, consistency and validity in the research. The mixed research methodology involves the process of analyzing the underlying concepts and other secondary research aspects and then applying empirical research methods to test the elements and aspects of the research. This will enable better understanding of the theoretical dimensions. Further testing these dimensions in the real market conditions will help to create more effective learning (Creswell & Clark, 2010, p.4). The research design based on these methods will provide a in- depth insight of the research problem and the associated solution. Presentation of findings The findings of this research report will be presented through the presentation of the research topic along with a written report. This research study will be arranged in a structured manner following a sequential manner i.e. data collection, rationale of questionnaire, research design, justification, references, appendix. Rationale of Questionnaire The participation of the members is conducted through questionnaire (Appendix 1) and the data gathered through the survey will be protected as per the norms and regulations. The questionnaire will consist of 11 questions that will predominantly be closed-ended in nature and it will be prepared for the participants who will be willing to participate in the same. The main focus of preparing the questions mentioned in the questionnaire will be to address the importance of concept testing and how it plays a major role in new product development. Closed-ended questions will be preferred over open-ended questions so that the questions could be easily categorized and quantified (Bechman, 2005). Moreover, closed-ended questions can be analyzed easily. A particular value will be assigned to each of the responses in the questionnaire and so that it can be easily interpreted using statistical methods. They will be advantageous for computer analysis and will be helpful in providing conclusive evidence to the assertion or rejection of the hypothesis of the ongoing study (Writing@CSU, n.d.). The responses of closed-ended questions will be more reliable and the turnaround time will be less. It implies that participants will have to devote less time while answering the questionnaire and there will less chance of false replies being recorded (Seibert, 2002). The main objective of this questionnaire will be to identify the responses of the questions based on this study. This will be helpful in achieving the objectives of the study. Hence, the main focus of the questionnaire will be related to the implications of concept in the new product development and how Amazon will be using it to successfully launch Kindle. Consumer’s preferences, their idea about the concept of Kindle as a new product from Amazon will be addressed in the questionnaire. It was also will cost effective and large volume of data will be gathered quite efficiently. The confidentiality of the research in context to the participants will be ensured. The members selected for the focus group will have every right to opt out of the research whenever they want to. The interested participants at the end of the questionnaire survey will be contacted and included in the focus group session. The focus group session will further emphasize on the questions related to the research topic (Appendix 2). The research will have no specific pattern and determination of high value will not be guaranteed due to its inductive approach. The study will be based on limited sampling of population. Large sampling will incur high cost and is also time consuming. Justification of Concept Testing Concept testing is an important element for an organization to analyze consumer reactions to the idea of new product (Pride, Hughes, & Kapoor, 2006, p. 450). Secondly, concept testing is also a low-cost technique which can play a major role in the development of Kindle, a new product by Amazon.com. Concept testing will be an endeavor which will help Amazon to identify the potentiality of Kindle as a new product. It will focus on people’s reaction on the concept of Kindle, helping Amazon to make decisions whether the product will be accepted or rejected after its launch in the market. Concept testing will be used long before the product is ready to be marketed. Thus, it can be said that concept testing will not only promise a greater probability in context to customer acceptance of the idea but will also help to reduce the cost of R&D. Concept testing will further ensure Amazon in addressing certain purposes in relation to Kindle. It will help Amazon to finalize the most favorable market for the Kindle launch. Concept testing can be further justified as it helps an organization to opt for the best concept for new product development and will be doing the same in case of Kindle. Concept testing will ensure a good foundation for the Amazon and its strategy for Kindle. This effort will help Amazon in introducing different ideas while designing the concept for Kindle. It will also enable Amazon to forecast Kindle’s demand in the market and will also analyze when the company can launch its product in the market. Nevertheless, it is utmost important for Amazon to realize that concept testing is a mechanism to refine, nurture and develop new ideas, thereby increasing Amazon’s chances in penetrating the desired market. Limitation The research will be carried out with utmost care and will try to ensure that the errors do not occur. However, there may be possibility of errors occurring which at times are beyond researchers control. The survey may face limitations because of respondents who may make errors while providing information. The information provided can be incorrect or influenced from others in case the respondents are approached through mail. Apart from this, budget for the research can be another limitation. Also the biasness related to interviewer and interviewee may lead to errors in the research. The biasness may occur due to lack of information sharing between the interviewer and interviewee. The location of the survey conducted can be limitation in the research. People always prefer being compatible and comfortable with the location or else it may affect their response to the survey questions. Finally, errors in sampling may occur unintentionally which can affect the generalization aspects of research findings (Zikmund & Babin, 2006, p.479). Product Testing The process of product testing involves assessment and development of new product in context to the marketing positioning of the product (Kent, 1993, p. 273). The meaning of product testing is to have physical product for the target consumers so that a proper evaluation of the product can be possible and if any flaws evolve they can be corrected. Research Question The research topic or research question is an important part of a research paper. A research question is not like a usual question, rather it will be designed in such a way that it should be answered (Andrews, 2003, p.1-3). But there are questions which a researcher must answer while conducting the research. In other words the question will be based on the objective of the research. In this topic product testing and its feasibility in new product development will be an important question as per the researcher and the research paper. Research Objective The objective of this research is to evaluate the importance of product testing for the process of new product development. The other objective of this research paper is also to investigate and identify the advantages of product testing in the process of new product development. This research will enhance the knowledge of the organization regarding the product testing to attain better results while conducting the new product development process. The research also focuses on the limitations of product testing that may affect the procedure of new product development. This research has a broader application even though it will be conducted on Amazon.com and its new product Kindle. The research will involve research design which includes methodology and data collection process. The research will then evaluate the data sampling and findings. Research design will be followed by questionnaires and limitations of the research. Research Design The research design will focus on the topic related to product testing and will ensure that the research meets its objectives. The research will not rely on a single approach to conduct the study rather multiple approaches will be applied during the research to make it more practical. The research will use exploratory and explanatory approaches apart from inductive and deductive approaches. The research design will be based on both secondary and primary data, while the latter will be of more significance to the research methodology. Qualitative and quantitative research methods will be considerably used for methodology process involved in the research. The first stage of the research will involve the internal data of Amazon which will help to evaluate the process of new product development. These data will be collected from the organization on its approval and then will follow analysis. Past performance of the organization will be taken into consideration to get an idea about satisfaction level of customers. Previous methods involved in the new product development will be analyzed to further enhance the practicality of the research. Sampling The sampling will involve 30-40 individuals which will be part of the survey involved in the research process. The sampling of the individuals will be largely based on simple random sampling which will enable to have a broader aspect in terms of individual views and opinions regarding the new product development. The research will also ensure that the individuals chosen are homogenous to the same group while heterogeneous to other groups. The sampling will ensure the generalization of topic such that it has a broader impact in context to the entire population. Data Collection The data collection technique in the research will comprise of questionnaire survey. Since the primary research holds a small portion of the research, the number of questions in the questionnaire will also be very less. The questions would be closed ended as it will allow the participants to answer more specifically rather than going into a broader aspect. The advantage of a closed ended questionnaire is that the analysis of the data will be simpler and it will also consume less time. The questionnaire will also help to gather more information about the research problem from the respondents as it does not limits the respondents from pertaining information to a research question. The questionnaires will be used to directly approach the respondents regarding the research topic. The questionnaires will also be mailed to the respective individuals as part of the data collection method. Research Methodology A research methodology can be defined as procedures and techniques which are applied to find out the result of the research question (Panneerselvam, 2004, p.2). The research methodology is an important tool in understanding the consumer behavior and their opinions in relation to the product testing and new product development. Henceforth, research of the topic becomes all the more important in understanding the issues in a more detailed manner. Research is an indivisible part of human knowledge (Khan, 2011, p.1-2). The first step involved in research methodology will be to understand the research objectives. In this research a fair amount of secondary research will also be performed along with the primary research. In case of primary research a focus group interview will be carried out. A focus group is a group of respondents who participates in a face-to-face discussion on a particular subject or topic (Edmunds, 2000, p.1-2). The focus group interview method will help to gather more information regarding the topic of product testing in context to Kindle and its development for the market purpose. The research methodology will further use qualitative and quantitative techniques of research. Both these techniques will be implemented to carry forward the analysis of the data collected. Qualitative method involves compilation of different observed materials which includes observation, personal interview, case study, etc (Thomas, 2003, p. 1-2). Quantitative research is implemented in the case of hypothesis of a particular topic. It further ensures whether the hypothesis will be accepted or rejected (Newman, & Benz, 1998, p. 3). The quantitative method will be used to quantify the data collected through survey. The qualitative data based on observation will be collected and summarized to ease the understanding of the finding related to the research question. The mixed research methodology based on quantitative and qualitative research will ensure higher value, consistency, reliability and validity of the research. Mixed research method is more expressive in nature as it is widely used in research along with quantitative and qualitative methods of research (Johnson, Onwuegbuzie, & Turner, 2007, p. 112). The mixed research methodology will involve the process of analyzing the underlying concepts and other secondary research aspects and then applying empirical research methods to test the elements and aspects of the research. This will enable the organization better understanding of the theoretical dimensions. Further testing these dimensions in the real market conditions will help to create more effective learning. Presentation of findings The findings of this research report will be presented through the presentation of the research topic along with a written report. This research study will be arranged in a structured manner following a sequential manner i.e. introduction, research design, justification, references, appendix. Rationale of Questionnaire The participation of the members will be conducted through questionnaire (Appendix 3) and the data gathered through the survey will be protected as per the norms and regulations. The questionnaire will consist of 10 questions that will predominantly be closed-ended in nature. Moreover, closed-ended questions can be analyzed easily because of the fact that the responses are usually fixed (Lamb, Hair, & McDaniel, 2010, p. 141). The responses of closed-ended questions will be more reliable and the time taken will be less. The objective of the questionnaire will be related to the implications of product testing in the development of Kindle as a new product. Consumer’s preferences, their opinion about the Kindle as a new product from Amazon will be addressed in the questionnaire. The confidentiality of the research in context to the participants will be ensured. The interested participants at the end of the questionnaire survey will be contacted and included in the focus group session. The focus group session will further emphasize on the questions related to the research topic (Appendix 4). The members selected for the focus group will have every right to opt out of the research whenever they want to. Justification of Product Testing Competitive market requires the testing of product as it is essential to confirm whether the product is meeting all the standards of a quality product (Consumer-voice. 2012). The advantage of product testing lies in the isolation of defective products and their functionality and whether these products are in the line of consumer expectations can also be known (Foxall, 1984, p. 222). Product testing can also be justified as it helps an organization to know whether the product developed will be accepted by the consumers or the new product is moreover an addition to the already existing product category (Crisp, 1957, p. 385). It can be said that product testing is as important as the concept testing for an organization. Amazon’s strategy of new product launch will very much depend on the process of product testing to ensure that the product is accepted amongst large consumer base. Limitation The research though will be carried out with utmost care and will try to ensure that the errors do not occur. However, there may be possibility of errors occurring which at times are beyond researchers control. The limitation involved with the survey is that they will not always be able to analyze the complexity of consumer behavior in response to the questions being asked (P. G. Miller., Strang, & P. M. Miller, 2010, p. 99). The survey may face limitations because of respondents who may make errors while providing information. The information provided can be incorrect or influenced from others in case the respondents are approached through mail. Limitation can occur in the form of practical issue related to the focus group and the choice of location. The practical issues related to the questionnaire would be that though sampling is done taking large number of people but only few would turn up. Budget for the research can be another limitation. The location of the survey conducted can be limitation in the research. People always prefer being compatible and comfortable with the location or else it may affect their response to the survey questions. The errors in sampling may occur unintentionally which can affect the generalization aspects of research findings. Also the biasness related to interviewer and interviewee may lead to errors in the research. The biasness may occur due to lack of information sharing between the interviewer and interviewee. The research has no specific pattern and determination of high value is also not guaranteed due to its inductive approach. The study is based on limited sampling of population. Large sampling will incur high cost and is also time consuming. Conclusion The research based on concept and product testing provides the insight of these two important elements in the process of new product development. Concept testing which initiates the development of concept for the new product plays a major role in understanding the needs and wants of consumers. It helps an organization to design a product not what the organization wants but what the consumer wants. Concept testing can be regarded an important step in context to product development as it is the step which draws an outline for a new product. Product testing on the other hand is associated with the product testing method and it involves the presence of physical product to be tested by the consumers for its benefits. Product testing ensures the viability of product in the market and whether it will be accepted or rejected by the consumers. An organization cannot proceed ahead with its new product development without concept and product testing which makes them important tool for any organization in knowing and reading the minds of consumers and delivering the best accordingly. Reference Amazon. (No Date). Kindle. Retrieved from http://www.amazon.com/ref=gno_logo. Andrews, R. (2003). Research Questions. London: Continuum International publishing Group. Babbie, E. R. (2010). The Practice of Social Research. Connecticut: Cengage Learning. Bechman, J. (2005). Questionnaire Design. Retrieved from http://sharepoint.agriculture.purdue.edu/ces/development/evaluation/Shared%20Documents/Questionnaire%20Design.pdf. Brace, I. (2008). 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New Product Development and Delivery: Ensuring Successful Products Through Integrated Process Management. New York: AMACOM Div American Mgmt Assn. Brooke, M. Z. & Mills, W. R. (2002). New Product Development: Successful Innovation in the Marketplace. London: Routledge. Col. (2004). Mixed Research Methods. Retrieved from http://www.col.org/SiteCollectionDocuments/A5.pdf. Eastlack, J. O. (2011). New Product Development. USA: Marketing Classics Press. Flick, U. (2009). An Introduction to Qualitative Research. California: SAGE Publications Ltd. Havaldar, K. K. (2010). Business Marketing: Text & Cases, (Ed.3). New Delhi: Tata McGraw-Hill Education. Koontz, H., & Weihrich, H. (2006). Essentials of Management. New Delhi: Tata McGraw-Hill Education. Lohr, S. L. (2009). Sampling: Design and Analysis. Connecticut: Cengage Learning. McDaniel, C. D. & Gates, R. H. (!998). Marketing Research Essentials. UK: Taylor & Francis. Panda, T. K. (2009). Marketing Management: Text and Cases : Indian Context. New Delhi: Excel Books India. Punch, K. F., & Punch, K. (2005). Introduction to Social Research: Quantitative and Qualitative Approaches. California: SAGE. Taylor, G. R. (2005). Integrating Quantitative And Qualitative Methods in Research. Maryland: University Press of America. Thompson, S. K. (2012). Sampling, (Ed. 3). New Jersey: John Wiley & Sons. Appendix 1 Questionnaire 1. Age 18-25 ( ) 26-35 ( ) 36- 45 ( ) 46-55 ( ) 56+ ( ) 2. Gender Male ( ) Female ( ) 3. Occupation Student ( ) Service ( ) Business ( ) Unemployed ( ) Others ( ) 4. Concept testing is the beginning of new product development Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 5. Have you been part of any new product development Yes ( ) No ( ) 6. Does concept testing play a major part in new product development Yes ( ) No ( ) 7. E-book reader as a product will gain much popularity and success in near future Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 8. Organization plays an important role in the process of new product development Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 9. The concept testing makes a difference to the new product development and organization Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 10. Does concept testing have equal impact in every industry Yes ( ) No ( ) 11. The concept testing should focus on creating opportunity for the development of new product Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) Personal Information Name: ................................... Middle Name: .............................. Last Name: ............................. Address: ....................................................................................................................................... City: .............................. Country: ................................ Zip Code: .................. Telephone No.: ......................... The personal information will be used to contact you only if you agree to participate in the focus group. Will you like to part of the focus group? Yes ( ) No ( ) Thank you for giving your valuable time. Your feedback will make us improve our services. We greatly appreciate your input in our survey. Appendix 2 Focus Group Session The following questions are to be used to facilitate the discussion on the research topic. It is to make sure that all the questions of the research topic are discussed. 1. Why concept testing is an integral part of new product development? Do you think that it is important to implement it? Will this have any impact on the organization? 2. What difference does concept testing makes to an organization? Why do you think the difference occurs? How can it affect the organization? 3. Does concept testing helps an organization to have an edge in the business market? Does it have any negative effect on the organization and new product development? Appendix 3 Questionnaire 1. Age 18-25 ( ) 26-35 ( ) 36- 45 ( ) 46-55 ( ) 56+ ( ) 2. Gender Male ( ) Female ( ) 3. Occupation Student ( ) Service ( ) Business ( ) Unemployed ( ) Others ( ) 4. Product testing defines the true nature of the product in its physical appearance Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 5. Have you been part of any product testing process in the past? Yes ( ) No ( ) 6. Does product testing help you to put your views and opinions regarding the new product and its features Yes ( ) No ( ) 7. Organizations performing product testing before the launch are more successful in their attempt Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 8. Organizations are required to lay emphasis on product testing Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 9. Product testing helps to analyze the target market for the product launch Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) 10. Product testing should not be limited to a particular industry or product Agree ( ) Strongly Agree ( ) No Idea ( ) Disagree ( ) Strongly Disagree ( ) Personal Information Name: ................................... Middle Name: .............................. Last Name: ............................. Address: ....................................................................................................................................... City: .............................. Country: ................................ Zip Code: .................. Telephone No.: ......................... The personal information will be used to contact you only if you agree to participate in the focus group. Will you like to part of the focus group? Yes ( ) No ( ) Thank you for giving your valuable time. Your feedback will make us improve our services. We greatly appreciate your input in our survey. Appendix 4 Focus Group Session The following questions are to be used to facilitate the discussion on the research topic. It is to make sure that all the questions of the research topic are discussed. 1. What is your view on product testing and its importance? 2. What makes you feel that product testing is the need of the hour for new product development? 3. What are the objectives you feel can be accomplished through product testing in the case of new product development? Read More