Example Of Scaled Concept Criteria
Like very much 1: 2: 3: 4: 5: 6: 7: Dislike very much
Very willing to try the concept 1: 2: 3: 4: 5: 6: 7: Very unwilling to try the concept
Very Useful 1: 2: 3: 4: 5: 6: 7: Very Unuseful
Very Important 1: 2: 3: 4: 5: 6: 7: Very Unimportant
Very Practical 1: 2: 3: 4: 5: 6: 7: Very Impractical
Very Believable 1: 2: 3: 4: 5: 6: 7: Very Unbelievable
Very Realistic 1: 2: 3: 4: 5: 6: 7: Very Unrealistic
Very Unique 1: 2: 3: 4: 5: 6: 7: Very Commonplace
Very Interesting 1: 2: 3: 4: 5: 6: 7: Very Uninteresting
Which of the following statements best describes your intentions to use the product on a regular basis?
I would use it frequently _______________
I would use it occasionally _______________
I would seldom use it _______________
I would never use it _______________
To what extent does the concept satisfy a financial need that you have?
Satisfies my financial needs very much _______________
Satisfies my financial needs somewhat _______________
Does not satisfy my financial needs at all _______________
Each of these criteria provides the product planner with key pieces of information concerning the potential user’s reaction to the concept. The liking, trial, and usage dimensions measure what might be considered as preference factors.
Linking the concept is a measurement of the consumer’s general affect toward the proposed product. This is an important dimension since most models of consumer adoption typically involve a liking stage which precedes the other adoption categories. Thus, without a positive affect toward the proposed product, the likelihood of further adoption is diminished.
Willingness to try the concept is another key dimension. Trial generally precedes adoption, and this willingness or intention variable is typically the best predictor of usage.
Intention to use the proposed product on a regular basis attempts to measure consumer intent to adopt the product. Adoption of the product is the end goal of the development process.
The need, usefulness, importance, practicality, and problem-solving dimensions measure what we considered to be a perceived utility factor.
The extent to which the concept satisfies a need attempts to capture a reaction that many new product planners feel is crucial to the success of new products. It will be recalled from Chapter 1 that a number of reasons for new product failure were discussed. One of these reasons was the perception that there was nothing new about the product and that it did not satisfy a consumer need. This dimension attempts to assess this key factor early in the development process.
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