(1) concept testing to determine if the intended user needs the proposed item (2) product testing to see if the item developed meets that need and (3) market testing to see if there is an effective marketing plan. In this assignment you are required to examine in depth, the role of testing at various stages of the new product development process. You will do this by designing a concept and product test that could have been used for Oculus Rift - a virtual reality (VR) headset launching in 2016. You will find background detail here. http://www.independent.co.uk/life-style/gadgets-and-tech/oculus-rift-is-finally-going-to-be-reality-but-is-it-too-late-10237378.html The Task Take yourself back several years in time. Imagine that you have recently joined the company (Oculus) and your job now involves designing (but not conducting) testing activities that will help take this new concept in virtual reality headsets through to a successful launch. The project is currently at the concept evaluation stage and your role involves the design of concept and product testing. Please note that you do not need to find out what the company actually did in terms of concept and product testing. Your job is to apply what you are learning about concept and product testing in this subject and supplement this with further research to assist you in designing the concept and product tests. Your assignment has two parts. Part A: Concept testing The first part of your task is to design the concept testing procedure (which is outlined in your textbook in chapter 9). It has already been decided by management that this testing will be done in a focus group setting. So first define and explain concept testing and set out your aims for the concept test. Then outline in very specific detail: • Suitable respondents for your concept test • A very specific concept testing procedure to achieve your aims (include a concept statement and moderator's guide for your focus group in appendices) • Justification for the various aspects of your recommended procedure • Limitations of concept testing Remember to draw on relevant theoretical concepts to underpin your recommendations. Part B: Product testing For the next section on product testing you will need to define and explain product testing and then set out: • Your research objectives for product testing • Key information you would be looking to find out • With whom you would conduct product testing and why • Market research techniques you would use, e.g. focus groups, surveys. • Specific details of how the research would be implemented, e.g. what issues you would probe, how you would conduct the testing, various stages of testing, and what questions you would ask. Please be as specific as possible and use an appendix for sample questionnaire • Justification for what you are proposing • Any limitations of the product testing Remember: The task is not to find out what research was actually conducted but what might have been done. In doing this, the purpose is for you to demonstrate your understanding of testing during the product development process. References To get started on this assignment you should refer to Chapters 9 and 15 in your textbook. You should also refer to Marketing Research textbooks and do some research on VR headsets. Note: This is only a starting point. This is a major assignment in a final year subject and I expect you to do substantial additional research. Make sure that you schedule plenty of time to find material, think about it, start writing, find the gaps, do some more research and present an integrated response to the task you have been set. Referencing: Use APA referencing style for in text referencing and in your reference list. See referencing guide at http://student.csu.edu.au/library/integrity/referencing-at-csu Rationale This assignment will help you to: • Develop an understanding of concept and product testing which are a key activities in the process of taking a new product from an idea or opportunity through to a successful launch. • Demonstrate the capacity to identify and analyse issues in concept and product testing in a workplace related situation and recommend practical and innovative solutions. This should develop your skills and confidence to develop and implement key aspects of managing a new product activity.
• Develop and enhance written communication skills. These assessment addresses the following learning this subject: • make recommendations on the design, development and improvement of activities required to take a new product from an idea or opportunity through to a successful launch. (LO3) Marking criteria Criteria to be Assessed HD DI CR PS FL CONCEPT TESTING Knowledge of purpose & method of concept testing Value 10% Exceptional knowledge of key concepts conveyed Excellent knowledge of key concepts conveyed Sound knowledge of key concepts conveyed A basic knowledge of concepts conveyed Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology Recommendations– Ability to explain how YOU would perform concept testing Value 20% Addressed the task comprehensively. Sophisticated, convincing recommendations, very clearly articulated, and justified. Exceptional creativity & originality Has addressed the task coherently. Convincing recommendations, very clearly articulated and justified. High degree of creativity/originality Has addressed the main aspects of the task. Sound recommendations that are clearly articulated and developed. Creativity/originality in some areas Has covered most aspects of the tasks. Satisfactory recommendations with some inadequacies. Limited creativity/originality Fails to address the task set. Unsatisfactory recommendations with inconsistencies. Little originality PRODUCT TESTING Knowledge of purpose & method of product testing Evidence of research Value 20% Exceptional knowledge of key concepts conveyed. Wide range of appropriate sources used very well Excellent knowledge of key concepts conveyed. A good range of appropriate sources used well Sound knowledge of key concepts conveyed. A solid range of appropriate sources (beyond the text) A basic knowledge of concepts conveyed. Limited range of academic and/or industry sources (beyond the text) Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. Little or no appropriate academic or industry research beyond the text Recommendations – Ability to explain how YOU would perform product testing Value 30% Addressed the task comprehensively. Sophisticated, convincing recommendations, very clearly articulated, and justified. Exceptional creativity & originality Has addressed the task coherently. Convincing recommendations, very clearly articulated and justified. . High degree of creativity/originality Has addressed the main aspects of the task. Sound recommendations that are clearly articulated and developed. Creativity/originality in some areas Has covered most aspects of the tasks. Satisfactory recommendations with some inadequacies. Limited creativity/originality Fails to address the task set Unsatisfactory recommendations with inconsistencies. Little originality Referencing using APA Value 10% Referencing is consistently accurate Referencing is mainly accurate Referencing is mainly accurate Some attempt at referencing Referencing is absent / not systematic Presentation Value 10% Polished and imaginative approach. Very professionally presented Logically organised. Professionally presented Shows organisation and coherence. Professionally presented. Attempted to organise in a logical manner. Mostly professionally presented. Occasional typographical, spelling or grammatical errors. Disorganised/incoherent. Frequent typographical, spelling or grammatical errors. Please note: This task will initially be marked out of 100% and converted to a mark out of 30. Presentation Report format - making use of an executive summary, headings, tables, figures and appendices. See report writing guide in Interact resources for guidance. Requirements This assessment must be submitted via Turnitin.