The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation

One critical step in new product development is selecting from among multiple possible product concepts the one that the firm will carry forward into the marketplace. There is a need for low‐cost, parallel testing of the appeal of new product concepts, the results of which closely mirror ultimate market performance. In this article, the authors first describe an Internet‐based product concept testing method they developed that incorporates virtual prototypes of new product concepts, substituting them for physical prototypes. The method can be used with either static representations of the products or with dynamic representations that demonstrate how the product works through a simulated video clip of its operation. The objective of this method is to allow design teams to select the best of several new concepts within a product category with which to proceed, without having to develop physical prototypes. The authors then provide a rigorous test of both virtual prototype methods against tests using both physical prototypes and attribute‐only (i.e., no visuals), full‐profile conjoint analysis. Nine concepts compete against two actual products in the tests. Market shares from the test using the physical prototypes are defined as the “actual” market shares. Predicted market shares for the attribute‐only, full‐profile conjoint analysis and each of the two virtual prototype methods are compared to those obtained for the physical prototypes. Both static and animated virtual prototype tests produced market shares that closely mirrored those obtained with the physical products, outperforming the set of predictions across the full range of products produced in the attribute‐only conjoint analysis. Interestingly, the attribute‐only conjoint analysis identified the top three products, in correct order. It was unable to differentiate performance below these top three products. Furthermore, it predicted market shares for the top three products to be well below those achieved using physical prototypes. As virtual prototypes cost considerably less to build and test than their physical counterparts, design teams using Internet‐based product concept research may be able to afford to explore a much larger number of concepts. Virtual prototypes and the testing methods associated with them may help reduce the uncertainty and cost of new product introductions by allowing more ideas to be concept tested in parallel with target consumers.     

The Moderating Roles of Prior Experience and Behavioral Importance in the Predictive Validity of New Product Concept Testing

Concept testing has long been recognized as an important new product development (NPD) activity. As one of the widely used concept testing techniques, the method of intentions surveys relies on the purchase intentions of the potential buyers of new products and helps firms assess the viabilities of their new products before making major financial and nonfinancial commitments to their development. Despite the importance of intentions‐based new product concept testing and its widespread use by firms, the correspondence between initial behavioral intentions and subsequent purchase behaviors has been relatively low and heterogeneous, making it very difficult for firms to draw any useful conclusions from intentions surveys. Focusing on the predictive validity of intentions‐based new product concept testing and addressing several calls for future research to identify specific conditions making it more effective, this paper tests the moderating roles of prior experience and behavioral importance in the predictive validity of intentions‐based new product concept testing. It also tests whether people who state a positive intention and people who state a negative intention are equally accurate in their intentions. Finally, it tests the relative moderating roles of prior experience and behavioral importance in the intentions–behavior relationship. The results based on two longitudinal surveys first suggested that people's prior experience moderates the relationship between behavioral intentions and actual behaviors in a way that the relationship is stronger when prior experience is high as opposed to when it is low. Second, they showed that the level of importance that people attach to a behavior also moderates the relationship between behavioral intentions and actual behaviors such that the relationship is stronger when behavioral importance is high as opposed to when it is low. Third, they indicated that the behavioral intentions of people who state that they will not perform a behavior are more accurate than are those of people who state that they will perform it. Finally, the results suggested that the impact of behavioral importance is greater than that of prior experience. This study offers several implications. Most notably, the results can help firms better understand different factors affecting the predictive validity of intentions‐based new product concept testing and hence make more accurate new product decisions.     

油品密度测定影响因素分析

油品密度在油品检验过程中是一项基本而重要的指标,在测量中常受多种条件的影响.从油品温度、挥发性和不均匀性三个方面,探讨对油品密度测定的影响,认为在测定温度的选择上应遵循两个原则:第一要保证油品具有足够的流动性;第二尽可能接近运输条件,这样测出的油品密度更符合实际.为提高油品密度测量准确性应严格执行GB/T1884-92的规定,通常在标准温度20℃或接近这个温度下测量最为准确,取样一般要求试样应能代表被测油品的总体性质.为消除挥发性的影响,测原油密度应尽量接近现场.     

如何识别设计产品的检验状况

介绍工程设计产品即图纸、说明书、设计报告、计算书和设计更改通知等检测状态标识的特点；介绍了识别设计产品检验状态的方法，就设计更改通知单的检验状态标识和加强对计算书检验状态的控制问题阐述了 看法。     

The Total Product Design Concept and an Application to the Auto Market

As traditional sources of competitive advantage shrink, firms seek new ones. One such source of competitive advantage is product design because of its effects on customer experience. To understand the role and impact of product design on customer experience, we propose an integrated, customer‐based framework for product design that we call the total product design concept (TPDC). We define a product's TPDC as consisting of three elements, namely functionality, aesthetics, and meaning, each of which arises from more elemental product characteristics. We elaborate on the structure of a product's TPDC, its three elements, and the links between those elements and customers' experience with a product. We provide an illustrative application of the TPDC using data from the U.S. auto market. The findings from that application support the proposed three‐dimensional view of the TPDC, and demonstrate heterogeneity both in the TPDC's structure and its effects on customer satisfaction. For all three segments, functionality enhances customer satisfaction. For the largest segment of customers, functionality is the most important factor, followed by aesthetics. For the other two segments, customer satisfaction is most influenced by the meaning element of TPDC. We discuss the implications of these findings for the auto industry in particular, and the potential use of the TPDC more generally.     

Maximizing the Utility of Customer Product Testing: Beta Test Design and Management

Many companies regularly use beta tests as part of their product development program. Beta testing can validate the product concept, eliminate performance problems prior to market introduction, and serve as an effective sales promotion device. The risks are significant, however, in that a poorly designed test can destroy account relationships, generate inaccurate data on product performance, and stimulate negative publicity. Robert Dolan and John Matthews present guidelines for effective management of beta test programs. They develop these guidelines based on a literature review, an analysis of twenty-one beta test programs as described in secondary sources, and four in-depth field investigations with cooperating firms.     

DCS系统脉冲输入模块检测方法的尝试

介绍了一种用于检测集散控制系统(DCS)中脉冲输入(PI)模块工作状态的方法。在没有专用脉冲信号发生器的情况下,通过自制的脉冲检测组件可对DCS系统中的PI模块进行状态测试。该自制PI模块检测组件使用方法简单,检测效率高,成本低廉,可运用于DCS系统PI模块的应急检测和日常维护工作中。     

The Role of Objective In Vivo Testing in the Product Development Process

New products managers are continually confronted by the challenge of coordinating flows of complex information during the product development process. Among the issues faced are unique problems in relating technical design of product attributes to customers' reactions, leading to an improvement of the product's benefits. Ronald Drozdenko and Sidney Weinstein describe a variety of tests which help to assess customers' reactions to products, thus providing information to improve the design or to substantiate advertising claims. The term "objective in vivo" is given to a category of tests which is employed to quantify consumers' evaluation of specific product attributes under controlled, simulated use conditions. This helps to bridge the gap between tests which are designed to measure the physical or functional aspects of new products and tests which measure the consumers' self-reported, subjective reactions. A test categorization model, illustrative case studies, and test selection criteria are presented.     

合理用纸与工艺技术相匹配能提高产品质量

自从印刷术发明以来,纸张就一直作为大部分印刷品的承印物.所以纸张的好坏对印刷品的品质有直接的作用。本文作者从另一个角度讲述了纸张对印刷品的影响,他以其多年来在印刷工艺上的研究经验,详实地为我们阐述了制版、晒版等工艺过程对纸张适性的要求     

"新工科"理念下纺织产品设计课程群的建设

新工科建设对学生工程实践能力和创新能力的培养提出更高的要求。针对纺织工程专业的工程特点,提出纺织产品设计课程群的构建思路、教学团队和教学平台以及实践教学新模式的建设思路,为新工科理念下纺织产品设计课程群的教学改革提供一种思路和方法。     

How Cloudy a Crystal Ball: A Psychometric Assessment of Concept Testing*

Although traditional and conjoint forms of concept testing play an important role in the new product development process, they largely ignore data quality issues, as evidenced by the traditional reliance on the percent Top‐2‐Box scores heuristic. The purpose of this research is to reconsider the design of concept testing from a measurement theory (generalizability theory) perspective and to use it to suggest some ways to improve the psychometric quality of concept testing. Generalizability theory is employed because it can account for the multiple facets of variation in concept testing, and it enables a concept test to be designed to provide a required level of accuracy for decision making in the most effective way, whether the purpose of measurement is to scale concepts or something else, such as to scale respondents. The paper identifies four types of sources—concept‐related factors, response task factors, situational factors, and respondent factors—that can contribute to the observed variation in concept testing and develops six research propositions that summarize what is known or assumed about their contribution to observed score variance. Four secondary data sets from different concept testing contexts are then used to test the propositions. The results provide new insights into the design of concept tests and the psychometric quality of the concept testing data: (1) the concepts facet is not a major contributor to response variation; (2) of the response task factors, concept formulations are a trivial source of variance, but items are not always a trivial source of variance; (3) the situational factors that are investigated are trivial sources of variance; (4) respondents are always a major contributor to the total variation; (5) concepts by respondents are not always a major contributor and the other interactions are often not trivial; and (6) residual error is always a major source of variance. Additionally, the analyses of the secondary data sets enable some useful managerial conclusions to be drawn about the design of concept testing. First, the sample size needed to reliably scale concepts depends on the types of concepts being tested. Second, averaging over items provides considerably more reliable information than relying on a single item. Third, which specific item performs best is inconsistent and very context specific. The popular purchase intention item is never the best single item to use. Fourth, not much is gained by sampling levels of the response task factors. Finally, concept testing should be designed to meet the needs of specific managerial tasks.     

Whose Crystal Ball to Choose? Individual Difference in the Generalizability of Concept Testing

The product development literature has identified several individual characteristics that could influence how subjects respond to new products in concept tests. Few of these characteristics have been thoroughly investigated. The purpose of this research is to examine whether a number of personality traits (1) do influence concept evaluation scores and (2) can be used to identify respondents who provide substantially higher‐quality data in concept testing and whether the answers to these questions change for major versus minor innovations. The data quality of the concept testing data is defined using the generalizability theory, which provides a decision‐specific G‐coefficient. Higher quality means a G‐coefficient closer to 1 for a particular managerial decision. A Web‐based study to concept test 10 appliance innovations on multiple occasions was conducted among 105 panelists from the Institute for Online Consumer Studies (IOCS). During the concept testing, respondents' innovativeness, change‐seeking tendency, and propensity to exert cognitive effort were also measured. The results showed that the respondent characteristics influence the mean evaluation of the concepts and the psychometric quality of the concept testing data: (1) there is a significant linear relationship between concept scores and all of the innovativeness scales and change‐seeking measures; (2) the effect of innovativeness on concept testing outcomes is even more substantial for major innovations than for minor innovations; (3) the study provides evidence that the quality of concept testing data provided by respondents varies substantially with their innovativeness, whereas the differences are more modest when scaling just minor innovations; (5) there are also strong effects on data quality for the Need to Evaluate scale used to capture cognitive effort characteristics; and (6) there is little effect of segmenting on social desirability on data quality. Managerially, the current results indicate that a product manager wanting to concept test a pool of appliance concepts can benefit from screening for the respondents who will provide higher‐quality concept testing data. For example, respondents who are high on domain‐specific innovativeness provide the highest‐quality concept testing data for both minor and major innovations. The effects of traits are stronger for major innovations, supporting the claim that subject selection is a more critical issue in concept testing of major innovations. Product managers can improve the quality of their concept testing data without an increase in cost by screening the subjects they use in concept testing.     

以科学发展观为指导,做好国有企业的内部审计工作

新形势下的内部审计工作要运用全新的审计理念推进审计工作,实现新的转变和突破。本文主要介绍了内部审计工作的总体目标和努力的方向;内部审计主要职能应从查错防弊向管理服务方面转变;正确处理监督与服务的关系;积极抓好三项审计建设;完善审计工作制度和机制。     

Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications

The question of how important firms’ investments in digital communication formats are for the commercial success of new products remains unexplored in the product innovation management literature. Drawing on reactance theory, the authors examine the extent to which investments in social media communication and online advertising are related to the sales volume and profits of new products within six months of being launched. Using dyadic survey data, an analysis of new products launched by 122 consumer durable goods firms reveals that sales volume and profits of new products are associated with (1) social media communication in a positive but diminishing shape, and (2) online advertising in an inverted U‐shape. Further analyses show that those curvilinear relationships are steeper for social media communication and flatter for online advertising at respective (1) higher levels of customer product involvement and (2) lower levels of product superiority. The results imply that there is an optimal level of investment in social media communication and online advertising, with the optimum dependent on a new product’s consumer involvement and superiority levels.     

What Factors Lead Management to Support or Oppose Employee Participation—With and Without Works Councils? Hypotheses and Evidence from Germany

This paper provides the first econometric analysis to distinguish between works councils in establishments where managers have a positive or negative view toward employee involvement in decision making. We similarly distinguish between establishments where no council is present in which management supports or does not support worker participation. We stress the potential role of works councils and participation in motivating employees. Our theoretical analysis and empirical results from German manufacturing establishment data show that the structure of the workforce, principal‐agent problems between owners and managers, collective bargaining, direct employee involvement, human resource management practices, and market strategy and innovativeness all play important roles. Some conflicting conclusions in the works council literature may be due to the failure to distinguish among industrial relations participation regimes characterized by cooperative or uncooperative relationships between works councils and management.     

Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India

In recent years, market‐based approaches have been proposed for the base of the pyramid (BoP). However, the literature offers little theoretical or practical guidelines for innovative product development for what are radically new market contexts for most businesses in advanced economies. Considering that product development is a fundamental activity in a market economy, and that much BoP consumer welfare potentially arises from innovative and affordable goods and services that can solve critical life needs, this is a substantial gap in knowledge. This paper attempts to address this gap by using an analysis of 13 year‐long university projects on BoP‐focused concept and prototype development conducted between 2006 and 2010. An inventory of research propositions is developed that identifies factors necessary for effective product development for BoP markets. Implications for new product development research and practice are discussed.