| Course | MKT-3350 New Product Development and Marketing |
|---|---|
| Module | Module 3 |
| Paper type | Module 3 project part 2: concept evaluation |
| Length | About 457 words, 4 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | B.S.B.A. in Marketing |
| Updated | October 2026 |
Free sample paper for MKT 3350 Module 3
Which Composter Should We Build? Screening, Scoring and Concept Testing
Student Name
B.S.B.A. in Marketing, Thomas Edison State University
MKT-3350: New Product Development and Marketing
Mentor Name
Month Day, Year
Which Composter Should We Build? Screening, Scoring and Concept Testing
Preliminary Screen
The first screen removes concepts that violate the charter. Concept D, the bokashi kit, requires users to handle fermenting scraps and drain liquid, which conflicts with the guideline of simplicity and with what interviewees said they wanted. Concept E, the app-linked bin, addresses a minor problem and adds software development the company has never done. Concepts A, B and C go forward.
Full Screen With a Scoring Model
The textbook describes the full screen as a scoring model that rates concepts on factors related to technical accomplishment and commercial success, weighted by importance (Crawford & Di Benedetto, 2021).
The dehydrator scores highest because of its product advantage and the number of problems it solves, despite its technical difficulty; the sealed bin is close behind. Henard and Szymanski (2001) found that product advantage is among the strongest predictors of new product success, which supports weighting it heavily.
| Factor | Weight | A: Sealed bin | B: Dehydrator | C: Freezer caddy |
|---|---|---|---|---|
| Solves top customer problems | 0.25 | 3 | 5 | 3 |
| Fit with retail partners | 0.15 | 5 | 4 | 4 |
| Technical feasibility for the company | 0.15 | 5 | 3 | 5 |
| Product advantage over competitors | 0.20 | 2 | 4 | 2 |
| Margin at target price | 0.15 | 4 | 3 | 4 |
| Fit with brand's simplicity | 0.10 | 5 | 3 | 4 |
| Weighted score | | 3.75 | 3.85 | 3.50 |
Concept Test
The textbook recommends concept testing to learn whether potential buyers understand the concept, find it believable and would buy it. I tested the two leaders with 150 apartment dwellers recruited through an online panel, showing each person one concept statement with a sketch and price. Concept B at $129 drew top-two-box purchase intent, "definitely" or "probably would buy," from 46 percent; concept A at $39 drew 38 percent. Respondents rated B as solving odor and flies far better, while some found A "just a trash can with a filter." Respondents who saw concept B mentioned price as their main hesitation, which the launch plan will need to address.
The Decision
The company will develop concept B, the electric dehydrator, as the lead product. Concept A will be developed as a lower-priced companion for customers unwilling to spend $129, which also hedges against B's technical risk. Concept C is dropped. Cooper (1990) described new product processes as a series of stages separated by gates, where projects must meet criteria to proceed; this evaluation is the gate before development. The company will revisit the companion bin's role after the dehydrator's first year of sales.
Conclusion
Screening removed two concepts that did not fit the charter, a scoring model favored the dehydrator narrowly, and a concept test confirmed buyers' stronger interest in it. The project moves to development with a lead product and a companion.
References
Cooper, R. G. (1990). Stage-gate systems: A new tool for managing new products. Business Horizons, 33(3), 44-54. https://doi.org/10.1016/0007-6813(90)90040-I
Crawford, C. M., & Di Benedetto, C. A. (2021). New products management (12th ed.). McGraw Hill.
Henard, D. H., & Szymanski, D. M. (2001). Why some new products are more successful than others. Journal of Marketing Research, 38(3), 362-375. https://doi.org/10.1509/jmkr.38.3.362.18861
Reading the MKT 3350 Module 3 assignment instructions
Part 2 of the project covers concept evaluation. Expect to screen your concepts against your product innovation charter, apply a scoring model with weighted factors and test one or more concepts with potential buyers. Show the weights and ratings so a reader can follow how the result was reached, and describe the concept test's sample, stimulus and measures. If you cannot run a full test, a small test with clearly stated limits is acceptable. Finish with a clear decision and why you made it. Explain why you chose each weight in the scoring model, since the weights reflect the company's strategy. Report the concept test's sample size and how participants were recruited.
How the MKT 3350 Module 3 example is put together
The paper begins with a preliminary screen that removes concepts violating the charter. A table presents a weighted scoring model with all weights and ratings, and research justifies weighting product advantage. A concept test section describes the sample, stimulus and results. A decision section chooses a lead product and a companion, framed as a stage-gate decision. The conclusion summarizes how each step narrowed the choice. The preliminary screen explains why each dropped concept failed the charter, and the scoring table makes the full screen auditable. The concept test reports both purchase intent and the reasons behind it, which explains the numbers. The decision keeps a lower-risk companion. The closing section frames the decision as a stage gate, which connects the part to the overall process.
Reading the MKT 3350 Module 3 grading rubric
Mentors grade this project part on correct use of screening, scoring and concept testing, transparent reasoning and a justified decision. Scoring models with explicit weights and ratings show rigor. Concept tests that report purchase intent and reasons demonstrate the purpose of testing. Decisions that consider risk, such as keeping a companion product, show judgment. Research on product advantage and stage-gate processes adds support and connects the project to the wider field. Mentors also look for honesty about the closeness of results; a narrow scoring margin calls for the concept test to break the tie, as it does here. An auditable scoring table, with every weight and rating shown, earns the remaining credit for this part of the project.
Common MKT 3350 Module 3 mistakes, and how to avoid them
Students lose points by skipping the screen, by using a scoring model without weights or by reporting concept test results without describing the test. Others choose the concept they liked before evaluating. Screen first against the charter. Show weights and ratings. Describe who saw the concept and what they were asked. Let the evidence decide. Remember that purchase intent overstates actual buying; treat it as a comparison between concepts rather than a forecast. Show the weights before the ratings. A free first sample on your own MKT-3350 project part 2 is available on request.
Write yours, or have the desk draft it
This paper is an original model document written by our desk, not a submitted student paper and not an official Thomas Edison State University document. Read it for the moves, then write your own to the instructions in your classroom. If you want one built to your exact prompt and rubric, the first custom sample is free and arrives in 24 to 48 hours.
More MKT 3350 and B.S.B.A. in Marketing sample papers
- MKT 3350 Module 1: Case Study: New Coke and the Strategy Behind New Products
- MKT 3350 Module 2: Project Part 1: Opportunity and Concepts for a Countertop Composter
- MKT 3350 Module 4: Project Part 3: Developing and Testing the Dehydrator
- MKT 3350 Module 5: Project Part 4: Launching the Composter and Forecasting Its First Year
- MKT 4410 Module 2: Voiceover Presentation: Cybersocial Tools for a Four-Person Shop
- MKT 3060 Module 5: Written Assignment: Search, Social and Email for a Bakery's Online Launch
- MKT 4790 Module 1: Written Assignment: Is a Small Cidery Market-Oriented?
MKT 3350 Module 3 questions, answered
Where can I find a free MKT 3350 Module 3 sample paper?
Screening, a weighted scoring model and a 150-person concept test that pick the dehydrator are worked in Part 2 above.
What is a full screen in new product development?
A scoring model that rates concepts on weighted technical and commercial factors.
What is a concept test?
A test in which potential buyers react to a concept statement to judge understanding, believability and purchase intent.
What is top-two-box purchase intent?
The share of respondents saying they definitely or probably would buy.
What is a stage-gate process?
A new products process divided into stages separated by gates where projects must meet criteria to proceed.