New Product Development Tools and Techniques Survey

New Product Development Tools and Techniques Survey

Engineering Management Research Group Department of Industrial and Systems Engineering

National University of Singapore

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Section A New Product Development Project

How many New Product Development (NPD) projects* has your company done in the past 3 years, approximately? *NPD project: the complete process of bringing a new product or service (e.g., credit card, loan, internet banking, insurance plan, investment plan) to the market.

None Please go to Section F-Demographic Information (page 6). 1-2 3-5 6-10 >10

Please recall ONE New Product Development (NPD) project conducted within 3 years.

Section B Project Performance

Note: Please indicate Project Performance* and Objective Importance^.

*Project Performance: the performance rating against a specific objective. ^Objective Importance: the importance of a specific objective being considered by your firm.

Sample response:

Project Performance Objective Importance

Much Exactly Much worse than on better than targeted target targeted

NOT Important Very at all Neutral Important

Overall, the project succeeded? 1 2 3 4 5 6 7 1 2 3 4 5 6 7

Project Performance Objective Importance

Much Exactly Much worse than on better than targeted target targeted


1. Overall, the project succeeded? 1 2 3 4 5 6 7 1 2 3 4 5 6 7 2. Time-to-market objective met? 1 2 3 4 5 6 7 1 2 3 4 5 6 7 3. Project cost objective met? 1 2 3 4 5 6 7 1 2 3 4 5 6 7 4. Profit objective met? 1 2 3 4 5 6 7 1 2 3 4 5 6 7 5. Revenue objective met? 1 2 3 4 5 6 7 1 2 3 4 5 6 7 6. Market share objective met? 1 2 3 4 5 6 7 1 2 3 4 5 6 7

Strongly Strongly Disagree Neutral Agree


7. The product was of excellent quality. 1 2 3 4 5 6 7 1 2 3 4 5 6 7 8. The product provided firm a competitive advantage. 1 2 3 4 5 6 7 1 2 3 4 5 6 7 9. The product satisfied customers’ needs. 1 2 3 4 5 6 7 1 2 3 4 5 6 7 10. The product opened up a new market for our firm. 1 2 3 4 5 6 7 1 2 3 4 5 6 7

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Section C Project Innovativeness

To what extent…… To a very small extent To a very

large extent

1. …… was the technology involved in this product new to customers? 1 2 3 4 5 6 7 2. …… was the technology involved in this product new to the firm? 1 2 3 4 5 6 7 3. …… was the product concept difficult for customers to evaluate or understand? 1 2 3 4 5 6 7 4. …… did the product require a change in the customer’s way of using it? 1 2 3 4 5 6 7 5. …… did the product require a major learning effort by customers? 1 2 3 4 5 6 7 6. …… did the product require considerable advance planning by customers before use? 1 2 3 4 5 6 7 7. …… was the market for this product new to the firm? 1 2 3 4 5 6 7 8. …… did the product cater to customer needs that are new to the firm? 1 2 3 4 5 6 7 9. …… were firm’s existing R&D resources, people, and skills adequate? 1 2 3 4 5 6 7 10. …… were firm’s existing Marketing resources, people, and skills adequate? 1 2 3 4 5 6 7 11. …… did firm’s current strategy fit with this product? 1 2 3 4 5 6 7 12. …… was the product consistent with existing customer experience and values? 1 2 3 4 5 6 7

Section D Use of New Product Development (NPD) Tools

Note: Please indicate whether each NPD tool* was used in this project, and at which NPD stages^. For tools used in this project, check relevant NPD stages in which they were used (Please check all that apply). For tools unused in this project, check “We didn’t use” and leave the following columns blank.

Definition for each NPD tool*/NPD stage^ can be found in Appendix.

Sample response:

We

didn’t use

We used this tool at …… Idea generation

and screen Business and

market analysis Product

development Product testing

Product launching

Benchmarking □ □ □ □ □ □ Scenario planning □ □ □ □ □ □

We didn’t

use

We used this tool at ……

Idea generation and screen

Business and market analysis

Product development

Product testing

Product launching

1. Benchmarking □ □ □ □ □ □ 2. Scenario planning □ □ □ □ □ □ 3. Affinity diagram □ □ □ □ □ □ 4. Brainstorming □ □ □ □ □ □ 5. Conjoint analysis □ □ □ □ □ □ 6. Focus group □ □ □ □ □ □ 7. Lead users □ □ □ □ □ □ 8. Concept testing □ □ □ □ □ □ 9. Quality function deployment □ □ □ □ □ □ 10. Service blueprint □ □ □ □ □ □ 11. Structured analysis and design □ □ □ □ □ □ 12. Failure modes and effects analysis □ □ □ □ □ □ 13. Root cause analysis □ □ □ □ □ □ 14. Others:_____________________________ □ □ □ □ □ □

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Section E Adoption of New Product Development (NPD) Tools

Note: Please answer each question based on your experiences with those NPD tools used in this project.

Sample response:

Strongly Disagree Neutral

Strongly Agree

Using NPD tools makes it easier to conduct NPD project. 1 2 3 4 5 6 7

Using NPD tools would be a ………… idea.

□ □ □ □ □ □ □ extremely

bad quite bad

slightly bad

neither slightly good

quite good

extremely good

B1. Usefulness

Strongly Disagree Neutral Strongly

Agree

1. Using NPD tools makes it easier to conduct NPD project. 1 2 3 4 5 6 7 2. Using NPD tools enhances effectiveness on NPD project. 1 2 3 4 5 6 7 3. Using NPD tools enables us to accomplish NPD project more quickly. 1 2 3 4 5 6 7 4. Using NPD tools is useful in NPD project. 1 2 3 4 5 6 7

B2. Ease of use


Agree

1. We believe that it is easy to get NPD tools to do what we want to do. 1 2 3 4 5 6 7 2. Learning to use NPD tools is easy for us. 1 2 3 4 5 6 7 3. Overall, NPD tools are easy to use. 1 2 3 4 5 6 7

B3. Compatibility


Agree

1. Using NPD tools is consistent with our company’s existing value and beliefs. 1 2 3 4 5 6 7 2. Using NPD tools is compatible with our past experience of conducting NPD project. 1 2 3 4 5 6 7 3. Using NPD tools fits well with the way we conduct NPD project. 1 2 3 4 5 6 7 4. Overall, using NPD tools is compatible with our company. 1 2 3 4 5 6 7 5. Overall, NPD tools fit well in our company. 1 2 3 4 5 6 7

B4. Resource commitment


Agree

1. We have the financial resources to use NPD tools. 1 2 3 4 5 6 7 2. We have the human resources to use NPD tools. 1 2 3 4 5 6 7 3. Our company devotes enough resources (money/people) to the use of NPD tools. 1 2 3 4 5 6 7 4. Overall, using NPD tools is easy for us because we have enough resources (money / people). 1 2 3 4 5 6 7

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B5. Supplier* coercive pressure (*firm being involved in providing support for NPD projects, e.g., consulting firms.)


Agree

1. To work with our suppliers, they require us to use NPD tools. 1 2 3 4 5 6 7 2. We are recommended by our suppliers to use NPD tools. 1 2 3 4 5 6 7 3. We have pressures from our suppliers to use NPD tools. 1 2 3 4 5 6 7

B6. Competitive pressure


Agree

1. The use of NPD tools is helpful in allowing a company to remain competitive. 1 2 3 4 5 6 7 2. We are feeling great pressures to use NPD tools due to our competitors. 1 2 3 4 5 6 7

3. Please indicate the extent of NPD tool adoption by your competitors.

□ □ □ □ □ □ □

extremely low

quite low

slightly low

neither slightly high

quite high

extremely high

4. Please rate the pressures placed on your company of adopting NPD tools given by your competitors.

□ □ □ □ □ □ □

extremely low

quite low

slightly low

neither slightly high

quite high

extremely high

B7. Customer coercive pressure


Agree

1. Our customers require us to use NPD tools. 1 2 3 4 5 6 7 2. Our customers may consider us as backward if we do not use NPD tools. 1 2 3 4 5 6 7

3. To what extent do your customers influence your decision to use NPD tools?

□ □ □ □ □ □ □

extremely small

quite small

slightly small

neither slightly large

quite large

extremely large

B8. Attitude

1. Using NPD tools would be a ………… idea. □ □ □ □ □ □ □

extremely bad

quite bad

slightly bad

neither slightly good

quite good

extremely good

2. Using NPD tools would be a ………… idea. □ □ □ □ □ □ □

extremely foolish

quite foolish

slightly foolish

neither slightly wise

quite wise

extremely wise

3. Using NPD tools would be ………… □ □ □ □ □ □ □

extremely unpleasant

quite unpleasant

slightly unpleasant

neither slightly pleasant

quite pleasant

extremely pleasant

4. We would ………… the idea of using NPD tools. □ □ □ □ □ □ □

extremely dislike

quite dislike

slightly dislike

neither slightly like

quite like

extremely like

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B9. Subjective norm

1. Those parties who influence our behavior would ………… our use of NPD tools.

□ □ □ □ □ □ □ extremely oppose

quite oppose

slightly oppose

neither slightly support

quite support

extremely support

2. Those parties who are important to us would ………… our use of NPD tools.


quite oppose

slightly oppose


quite support

extremely support

3. Those parties whose opinions we value would ………… our use of NPD tools.


quite oppose

slightly oppose


quite support

extremely support

B10. Perceived behavior control

1. Using NPD tools would be ………… our control.

□ □ □ □ □ □ □ extremely out of

quite out of

slightly out of

neither slightly under

quite under

extremely under

2. Our company would have ………… resources, knowledge and ability to use NPD tools.

□ □ □ □ □ □ □ extremely few

quite few

slightly few

neither slightly much

quite much

extremely much

3. Given the resources, knowledge and ability it takes to use NPD tools, it would be………… for us to use NPD tools.

□ □ □ □ □ □ □ extremely difficult

quite difficult

slightly difficult

neither slightly easy

quite easy

extremely easy

B11. Adoption intention


Agree

1. We are planning to use NPD tools in future NPD projects. 1 2 3 4 5 6 7 2. We intend to use NPD tools in future NPD projects. 1 2 3 4 5 6 7 3. We intend to use NPD tools frequently in future NPD projects. 1 2 3 4 5 6 7

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Section F Demographic Information 1. Company’s main industry:

Banks Fund management companies Insurance companies Real estate Trust companies Other services, please specify____________________

2. Number of full-time employees in Singapore:

<49 50-99 100-249 250-499 500-749 750-999 >1000

3. Number of full-time employees engaged in New Product Development projects in Singapore:

None 1-9 10-24 25-49 50-99 100-199 >200

4. Company’s dominant service business type:

Business-to-Business (B-2-B) Business-to-Customer (B-2-C) Mix of B-2-B and B-2-C

5. Company’s ownership:

Local Foreign Joint-Venture

6. Approximate sales revenue (in Singapore $) over the last calendar year:

<$10M $10-24M $25-99M $100-499M $500-999M >$1,000M

7. Your job designation:

General Manager/Director Marketing Manager NPD Project Manager R&D Manager Others, please specify____________________

8. How long have you been with this company?

<1 year 1-5 years 6-9 years >9 years

8. How many years of experience do you have in product development in the financial industry?

<1 year 1-5 years 6-9 years >9 years

If you would like to have a benchmarking report, please indicate your contact details: Email: _________________________________________________

Please go to back cover

Thank you for taking the time to complete this questionnaire!

If you have any other thoughts, please share with us.

Should you have any inquiry, please contact EMRG-NUS.

(Attn: Mr. Jin Dayu, at phone 65-8337 8113 or email at [email protected])

Please return your questionnaire by fax or by the business reply envelope enclosed to: Fax: 65-6777 1434

Engineering Management Research Group Department of Industrial and Systems Engineering

1 Engineering Drive 2 National University of Singapore

Singapore 117576

New Product Development Tools and Techniques Survey

Business

Transcript of New Product Development Tools and Techniques Survey