Concept TestsJammu University2 Year B.Ed.Paper 202Sem: IIDr. Atul Thakur

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Concept Testsare short, informal, targeted tests that are

administered during class to help instructors gauge whether students understand key concepts.

can be used both to assess students’ prior knowledge (coming into a course or unit) or their understanding of content in the current course.

Usually these tests consist of one to five multiple-choice questions.

Students are asked to select the best answer and submit it by raising their hands, holding up a color card associated with a response option, or using a remote control device to key in their response

The primary purpose is to get a snapshot of the current understanding of the class, not of an individual student

concept tests are usually ungraded or very low-stakes.

most valuable in large classes where it is difficult to assess student understanding in real time

Concept Testing is how people, without prompting, interpret a unclear idea for a new product or service.

Concept testing is most often used in concept development to test the success of a new product idea before it is marketed.

Concept analysis or concepts are often used as one step in the process of providing “proof of concept.”

Potential consumers are involved to provide their reactions to written statements, images or graphics, or actual implementations of the basic idea for the product.

Concept testing is most often a Go/No Go screening that serves to kill those concepts that have very little potential.

Concept testing and development provides the direction and guidance necessary to selectively identify and communicate key product or service benefits, uses, packaging, advertising, sales approaches, product information, distribution, and pricing.

Creating a concept testbegin with a clear understanding of the

knowledge and skills that you want your students to acquire

The questions should probe a student's comprehension or application of a concept rather than factual recall.

Concept test questions often describe a problem, event, or situation.

Types of questions : asking students to predict the outcome of an

event (What would happen in this experiment?)  

asking students to apply rules or principles to new situations (e.g., Which concept is relevant here?)

asking students to solve a problem using a known equation or select a procedure to complete a new task (e.g., What procedure would be appropriate to solve this problem?)

Some examples of concept test questions: Which of the following best describes…Which is the best method for…If the value of X was changed to…Which of the following is the best

explanation for…Which of the following is another example

of…What is the major problem with…What would happen if…

Implementing concept tests at the beginning of class to gauge students’ understanding of

readings or homework intermittently in class to test students’ comprehension. Based on how well students perform, the instructor may

decide to move on in the lecture or pause to review a difficult concept

give students the chance to respond to a question individually, then put them in pairs or small groups to compare and discuss their answers

After a short period of time, the students vote again for the answer they think is correct.

This gives students the opportunity to articulate their reasoning for a particular answer.

Types of Concept TestingNew Product ConceptsProduct Modifications and UpgradesMigration PathsProduct Usability and ServiceabilityPricing and Incentives

New Product ConceptsWhich benefits are most important to

customers and which features are most likely to lead to the fulfillment of that promise.

Features can be categorized into those which are “need to haves” vs. “nice to haves.”

Customer need must be identified and prioritized for product development and advertising.

Product Modifications and UpgradesModifications and upgrades can reformulate

and add new life to existing products and services.

Again, identifying the optimal bundle of features is a priority.

Differentiating those features that are “need to haves” vs. “nice to haves” is critical in creating products or services that are truly “New and Improved,” “New Release,” and “Upgrade” worthy.

Migration Paths Many products and services offer upgrade or migration

paths. For the customer, it is a reflection of a need for the next

level of sophistication. Understanding the key features and benefits is critical

in mapping consumer needs to the likelihood of upgrading an existing product or adopting a new technology.

Our experts will help you answer such critical questions as “Do benefits outweigh the costs and challenges of changing?” Features, benefits, brands, image, costs, and training are but a few factors that must be considered.

Product Usability and ServiceabilityThe most effective concept tests assess the

use experience of a specific product or service and determine how that experience can be improved.

This research can focus on a variety of areas — ease of use and similarity to current usage patterns, the ability to adapt and use critical feature implementations, and the congruency with current image, usage patterns, and service provisions.

Pricing and IncentivesNo one underestimates the importance of

price expectations in new product adoptions.Price, incentives, bundling, cross product tie-

ins, and cost mitigating factors such as warranties all change price perceptions and perceptions of value.

Key Components of Concept TestsNeeds AnalysisHabits and Uses AnalysisConcept Fulfillment and Preference

TestingDecision Process Assessment

Needs Analysis Identify the core student needs that lead to acceptance

of new educational product concepts and the new educational concepts and ideas that are formulated.

Habits and Uses Analysis Identify the core student habits and uses of the

educational product for purposes of understanding and assessment.

Habits and uses are critical in understanding the adoption of new educational product concepts and the new educational concepts and ideas that are formulated.

Concept Fulfillment and Preference TestingEvaluate the educational product category as a

focus for fulfilling educational market needs.Inherent in this concept test and fulfillment

analysis is tying benefit fulfillment and needs to the positive elements (benefits) and negative elements (inhibitors) that direct the purchase educational evaluation process.

Decision Process AssessmentThe educational decision and purchasing

process, the key influencers and decision makers are all considered as part of the concept test.

Each educational purchaser, decision maker, and influencer involved in the purchase process relies on different information sources to establish the credibility of the educational product, integration process, benefits, and values actually received.

Roadmap of Development Priorities: Development plans are canceled for new features because of low priority to educational customers and high associated development costs.

Scheduling and Launch Priorities: Based on the concept test, educational product is given new priority for launch because of demonstrated greater market potential.

The concept test identifies not only market potential, but avoids a potential failure that could have been launched.

Market Potential: New educational product uses are discovered through a new educational product concept test that could double the market potential.

Product Superiority: New features are added to the existing product to meet the demands of customers before the competition responds.

The proposed features of greatest value to the customer receive top priority for development and implementation.

Your product or service maintains the competitive advantage by further distancing itself from the competition.

Concept tests provide the customer feedback you need to prioritize and implement ahead of the competition.

Eliminate Product Deficiency: The currently marketed product is evaluated and product performance tests reveal flaws in the current design and implementation.

This information is integrated and verified in new concept tests.

Promotion Planning: Concept tests combined with market analysis help you to understand who is buying, where they can be reached, and most importantly, what message motivates them to respond to your product.

Increase Profitability: Concept testing shows that we are delivering the best value in the market and have room for a 10% increase in price for the new product.