Chapter 4 Using Design Thinking Test Bank Answers - Entrepreneurship 2e Complete Test Bank by Heidi M. Neck. DOCX document preview.
Test Bank
Chapter 4: Using Design Thinking
Multiple Choice
1. What company states “thinking like a designer can transform the ways organizations develop products, services, process, and strategy”?
a. Google
b. IDEO
c. Shay Jaffar
d. Pepsi
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
2. ______ is a toolkit for an entrepreneur to solve complex problems for people.
a. One-on-one interviewing
b. Design thinking
c. Product brainstorming
d. Social media
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
3. Design thinking applies to ______.
a. executive-level employees only
b. users
c. everyone, regardless of experience level
d. college graduates only
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
4. In the context of design thinking, what term is used to refer to human emotions and desires?
a. sensitivity
b. initiating desires
c. needs
d. stimuli
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
5. The text defines design thinking as a process used to ______.
a. enhance aesthetics in product design
b. determine financial risk and cost projections
c. improve strategic thinking and analytical thinking
d. solve complex problems and navigate uncertain environments
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Medium
AACSB Standard: Application of knowledge
6. What is one of the biggest obstacles to design thinking?
a. lack of knowledge
b. inexperience
c. fear of failure
d. lack of financial resources
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
7. The starting point of human-centered design thinking is which of the following?
a. Will the idea make money?
b. Can it be done?
c. What do people need?
d. How can this product or service be improved?
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
8. When the CEO of IDEO, Tim Brown, says, “How Might We?,” what is the significance of how?
a. How assumes that the answer is unknown.
b. How invites others to participate in the solution.
c. How implies that there is a solution that only needs to be discovered.
d. How implies a challenge of doubt.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
9. When the CEO of IDEO, Tim Brown, says “How Might We?,” what is the significance of might?
a. Might assumes an attitude of power.
b. Might invites people to suggest ideas without wondering if they are viable.
c. Might assumes that all answers are workable.
d. Might assumes some editing of ideas.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
10. When the CEO of IDEO, Tim Brown, says “How Might We?,” what is the significance of We?
a. We encourages collaboration.
b. We is a polite way of asking for help.
c. We suggests that everyone is expected to provide input.
d. We means that the speaker does not have the answer.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
11. What concept in design thinking is described by the question “what can be possibly achieved in the near future?”
a. feasibility
b. viability
c. durability
d. desirability
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
12. What concept in design thinking is described by the question “how sustainable is the idea in the long term?”
a. feasibility
b. viability
c. durability
d. desirability
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
13. What are the three criteria for a successful idea in design thinking?
a. feasibility, market competitiveness, longevity
b. feasibility, financial benefit, market competitiveness
c. creativity, feasibility, financial benefit
d. feasibility, viability, desirability
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
14. Desirability in design thinking refers to which of the following concepts?
a. The idea improves upon the competition.
b. The idea is feasible.
c. The idea gives people something they need.
d. The idea is viable.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
15. In what way did IDEO study the needs for a medical device manufacturer that wanted to design a new device for nurses to enter data before a surgical procedure?
a. They observed nurses.
b. They interviewed the key stakeholders.
c. They reviewed all nurse and patient complaints.
d. They interviewed patients, nurses, and families of patients.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
16. In addition to understanding how people do things, empathy helps you understand ______.
a. what markets respond to
b. why industries boom and bust
c. why people do things
d. how product lifecycles work
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
17. When IDEO assisted Rise Science, they collaborated to ______.
a. figure out people’s sleep needs
b. identify opportunities for change
c. predict user numbers
d. analyze personnel changes
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
18. Rosario is passionate about design thinking. She was approached to design an automatic door system that would shield nursing home residents from extreme weather as they travel between facility buildings. As part of her process, she talked to residents about what was important to them, interviewed staff, and observed the ways the current doors were used in order to better meet the needs of the people actually using the doors. This shows that Rosario possesses what essential skill for design thinkers?
a. curiosity
b. contextual thinking
c. innovative thinking
d. empathy
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Application
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Application of knowledge
19. How does IDEO look at the design-thinking process?
a. It requires a series of successive steps.
b. It is a circular process with no specific start or end.
c. It occurs in overlapping phases.
d. It follows a predictive approach.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: The Design-Thinking Process: Inspiration, Ideation, Implementation
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
20. What is the best description of divergent thinking?
a. You narrow down your ideas to which ones are the most practical.
b. You follow tangents of thought that lead you away from the starting thought.
c. You expand your perspective to generate as many ideas as possible.
d. You follow traditional problem-solving methods.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: The Design-Thinking Process: Inspiration, Ideation, Implementation Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
21. What is the best description of convergent thinking?
a. a voting process that chooses the best ideas
b. a process that helps people think in the same way
c. a way of identifying which ideas have the most potential
d. an abstract-thinking process used in creative thinking
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: The Design-Thinking Process: Inspiration, Ideation, Implementation
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
22. In the context of design thinking, what is meant by inspiration?
a. an emotional moment that stirs creativity
b. an idea for a product, service, or solution
c. a motivation or promise of reward
d. the problem or opportunity that triggers the search for a solution
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Inspiration
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
23. How does the text define inspiration?
a. the development of a design challenge and deeper understanding of users
b. the process of generating and developing new ideas
c. the process of testing assumptions to shape them into viable opportunities
d. the action of closely monitoring the behavior and activities of customers
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Inspiration
Difficulty Level: Easy
AACSB Standard: Application of knowledge
24. Drew notices that her electric cables and cords are unsightly and could cause someone to trip. She asks, “How might these wires be secured differently?” This question is known as which of the following?
a. an initiating question
b. a design challenge
c. a customer vision
d. an end state
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Application
Answer Location: Inspiration
Difficulty Level: Medium
AACSB Standard: Application of knowledge
25. In the design-thinking process, generating and developing new ideas based on observations gained during the inspiration process is called ______.
a. brainstorming
b. inspiration
c. generation
d. ideation
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Ideation
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
26. Needs we have but don’t know we have are called ______ needs.
a. unknown
b. latent
c. sleeping
d. nascent
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Ideation
Difficulty Level: Easy
AACSB Standard: Application of knowledge
27. Steve Jobs was very good at identifying customers’ ______.
a. desires
b. latent needs
c. musical aspirations
d. geographic locations
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Inspiration
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
28. During what phase of design thinking are ideas generated through the ideation process are transformed into concrete actions?
a. action
b. inspiration
c. ideation
d. implementation
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Implementation
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
29. The main purpose of the implementation phase is to do which of the following?
a. Choose the best ideas and move forward with them.
b. Eliminate all but the best ideas.
c. Test assumptions of new ideas to shape them into viable opportunities.
d. Start creating the designs selected through previous phases.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Implementation
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
30. How are ideas tested in the implementation stage?
a. through detailed, high-cost experiments
b. through rapid prototyping
c. by designing the final product
d. by producing products and having the customer use them
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Implementation
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
31. What best describes the design challenge in IDEO’s design of Lufthansa plane seats?
a. How can we create a plane seat for baby boomers?
b. How can we create better revenues?
c. How can we create a more comfortable seat for business travelers?
d. How can we create a seat that looks like it was created between 1946 and 1964?
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Application
Answer Location: Implementation
Difficulty Level: Medium
AACSB Standard: Application of knowledge
32. In the inspiration phase, closely monitoring the behavior and activities of users in their own environment is called ______.
a. environmental scanning
b. capturing
c. observation
d. situational monitoring
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Pathways Toward Observation and Insights
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
33. Insight might best be described as which of the following?
a. observing people and gathering information
b. an idea generated from combining an obvious observation with a potential solution
c. a question raised while observing
d. an interpretation of observation information that drives opportunities
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Comprehension
Answer Location: Pathways Toward Observation and Insights
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
34. Janelle notices that a consumer rubs a piece of candle over the outer edge of a can before replacing the lid. She asks the customer to explain why he does that. The answer to the question will provide Janelle with which of the following?
a. new knowledge of consumer application
b. viability of a product
c. insight into consumer behavior
d. expanded experience
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Application
Answer Location: Pathways Toward Observation and Insights
Difficulty Level: Medium
AACSB Standard: Application of knowledge
35. Recognizing patterns generates ______ that let entrepreneurs see everyday objects in new light.
a. insights
b. actions
c. demand
d. observation
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Pathways Toward Observation and Insights
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
36. An entrepreneur is known to participants but maintains a neutral stance. What type of observation technique is used?
a. observer as a participant
b. participant as observer
c. complete observer
d. complete participant
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
37. Being a keen observer requires ______.
a. funding
b. practice
c. natural skills
d. willing participants
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
38. According to the textbook, what type of observation is used with inner-city cultures?
a. complete observer
b. observer as a participant
c. participant as observer
d. complete participant
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
39. In the acronym AEIOU, what does A stand for?
a. alternatives
b. activities
c. attitude
d. assessment
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
40. In the AEIOU model, what does I stand for?
a. inspiration
b. indication
c. interactions
d. idea
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Comprehension
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
41. What is a way to increase your powers of observation?
a. change your personal routines
b. walk the same way to class every day
c. discuss brainstorming with your roommate
d. learn to read people’s faces
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
42. Interviews should have open-ended questions. Which of the following is an open-ended question?
a. What concerns would you have in using this product?
b. Have you used this product in the past?
c. Are you comfortable with using this product?
d. Would you purchase this product?
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Application
Answer Location: Preparing for an Interview
Difficulty Level: Medium
AACSB Standard: Application of knowledge
43. What is the “peeling the onion” method of interviewing?
a. Keep asking “why” questions until you understand the core root of the problem.
b. Ask questions slowly and take your time.
c. Start with questions you think people will want to answer most.
d. Ask leading questions to guide the interviewee.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Preparing for an Interview
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
44. What is the golden rule of interviewing?
a. Consistently ask the questions as written.
b. Keep focused on the questions you need to ask.
c. Actively listen to the other person.
d. Try to use “yes” and “no” answers for easier recording and clarity.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Knowledge
Answer Location: Conducting the Interview
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
45. Which of the following would indicate that an interviewer is actively listening?
a. The interviewer reflects back or paraphrases what the person just said.
b. The interviewer engages in normal conversation, giving their opinions to the interviewee.
c. The interviewer interrupts the interviewee in order to stay on track and ask further questions.
d. The interviewer stays one step ahead of the conversation, anticipating the next question.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Conducting the Interview
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
46. You are interviewing someone about a new concept in debit cards. The interviewee immediately tells you that he hates debit cards and never uses them. What would be your appropriate next step?
a. Terminate the interview; this person will not give you knowledgeable information.
b. Ask him about the new debit card concept anyway.
c. Explore why he hates debit cards.
d. Ask about a similar product, but not the debit card.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Application
Answer Location: Conducting the Interview
Difficulty Level: Hard
AACSB Standard: Application of knowledge
47. An empathy map is a tool that helps you ______.
a. rate the emotional content of an interview
b. collate and integrate your interview data to discover new insights
c. organize your thoughts during the interview
d. define your assumptions and beliefs
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Knowledge
Answer Location: The Empathy Map
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
48. What would be the insight if an empathy map revealed that someone said he enjoyed being a vegetarian, but sighed and said that he had trouble making food so that the family would not miss meat?
a. The person is struggling with being a vegetarian.
b. There is a conflict between his enjoyment and the goal of serving the family what they like.
c. Vegetarian diets cause family discord.
d. The interviewee resents nonvegetarians.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Application
Answer Location: The Empathy Map
Difficulty Level: Medium
AACSB Standard: Application of knowledge
49. In the context of design thinking, what kind of thinking allows us to move from openness to understanding, from abstract to concrete, and from what is to what can be?
a. inspirational
b. convergent
c. desirable
d. guided
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: The Design-Thinking Process: Inspiration, Ideation, Implementation
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
50. To develop empathy, design thinkers make use of what two primary tools?
a. testing and surveying
b. immersion and pattern recognition
c. research and needs assessment
d. interviewing and observation
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
51. A small and diverse group meets to brainstorm ways they can raise money for a new theater group and establishes no suggestions are off-limits. In what type of thinking is the group engaged?
a. inspirational
b. convergent
c. divergent
d. guided
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Application
Answer Location: Ideation
Difficulty Level: Medium
AACSB Standard: Application of knowledge
52. “How might we redesign how adults learn online?” is an example of which of the following?
a. a design process
b. a design solution
c. a design challenge
d. an ideation
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Application
Answer Location: Inspiration
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
53. Why is it important to support “wild ideas” during brainstorming sessions?
a. It encourages critical analysis.
b. Wild ideas are easier to think of.
c. It saves people embarrassment.
d. Wild ideas can often give rise to creative leaps.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Ideation
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
54. According to the authors of Designing for Growth, what question focuses on making decisions about what the customer really wants?
a. What is?
b. What if?
c. What wows?
d. What works?
Learning Objective: 4.7: Identify and describe other approaches to design thinking.
Cognitive Domain: Knowledge
Answer Location: Variations of the Design-Thinking Process
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
55. According to the authors of Designing for Growth, what question encourages you to imagine all of the possibilities without regard to the reality of the ideas?
a. What is?
b. What if?
c. What wows?
d. What works?
Learning Objective: 4.7: Identify and describe other approaches to design thinking.
Cognitive Domain: Knowledge
Answer Location: Variations of the Design-Thinking Process
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
56. Why is design thinking important as an entrepreneurial skill?
a. It reduces the cost of engineering and production.
b. Today’s businesses are faced with complex challenges with no easy answers.
c. Today’s customers are less engaged with products.
d. It is difficult to get quality products at a reduced price.
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Comprehension
Answer Location: What Is Design Thinking?
Difficulty Level: Medium
AACSB Standard: Contexts of organizations in a global society
True/False
1. The concept of design thinking aligns with many of the facets of The Practice of Entrepreneurship.
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Easy
AACSB Standard: Contexts of organizations in a global society
2. The best way to discover latent needs is to interview people.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Inspiration
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
3. Brainstorming requires that no idea be criticized until all ideas have been expressed.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Ideation
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
4. In the inspiration phase, observation is an interpretation of a realization that provides a new understanding of human behavior.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Needs Discovery Technique #1: Observation
Difficulty Level: Easy
AACSB Standard: Systems and processes in organizations
5. When interviewing a person, parroting should always be avoided.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Conducting the Interview
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
6. After an interview, it is a good idea to write down additional observations and insights from body language and tone of voice.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: After the Interview
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
7. An empathy map can spot contradictions and certain tensions which can spark a whole host of interesting insight.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Knowledge
Answer Location: The Empathy Map
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
8. In the peel-the-onion approach to interviewing, the interviewer begins with the core root of the problem and then explores solutions.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Preparing for an Interview
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
9. The ability to observe cannot be improved with techniques or practice.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
10. Design thinkers welcome constraints and see them as opportunities to identify innovation solutions.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Comprehension
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Easy
AACSB Standard: Group and individual behaviors
11. Empathy helps us understand how people do things but not why they do them.
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
12. IDEO interviewed rather than observed nurses to determine how they worked.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
13. Rise Science used IDEO to help develop a sleep training system.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
14. The human approach ethos is based not simply on thinking about what people need but on exploring their behavior, asking them what they are thinking, and empathizing with them.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Knowledge
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
15. Design thinking is a tool for entrepreneurs.
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Knowledge
Answer Location: What Is Design Thinking?
Difficulty Level: Medium
AACSB Standard: Contexts of organizations in a global society
16. MIT students created the AGNES suit so students could better empathize with older people.
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Application of knowledge
17. In the observer-as-participant approach, the observer must maintain a neutral stance.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
18. In the participant-as-observer approach, researcher is known by the participants and considered a friend or colleague.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Knowledge
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
19. IDEO’s phases of design thinking are inspiration, ideation, implementation, and instruction.
Learning Objective: 4.7: Identify and describe other approaches to design thinking.
Cognitive Domain: Knowledge
Answer Location: Variations of the Design-Thinking Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
20. The Standard Design School five phases of design thinking are empathy, define, ideate, prototype, and test.
Learning Objective: 4.7: Identify and describe other approaches to design thinking.
Cognitive Domain: Knowledge
Answer Location: Variations of the Design-Thinking Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
21. The AEIOU framework is most commonly used for laboratory-based research.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Comprehension
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
22. You will likely have more success when approach strangers to interview if you ask specifically for “2 minutes of their time.”
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Conducting the Interview
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
23. Swedish students realized that while people may have said they did not wear bicycle helmets because of safety-related reasons, the moment of insight came when they realized that the actual reason was because the helmets were unattractive.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Comprehension
Answer Location: Pathways Toward Observation and Insights
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
24. The Google Design Sprint method breaks completely away from the Stanford Design School and IDEO methodologies.
Learning Objective: 4.7: Identify and describe other approaches to design thinking.
Cognitive Domain: Knowledge
Answer Location: Variations of the Design-Thinking Process
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
25. When IDEO was asked to redesign the Los Angeles voting system, the key to success was to use empathy to understand the subtleties of the act of voting.
Learning Objective: 4.3: Describe the role of empathy in the design-thinking process.
Cognitive Domain: Knowledge
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
Essay
1. Describe why asking what people need may or may not be the best start to the design process. (Present an argument for both.)
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Analysis
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Analytical thinking
2. From an entrepreneurial perspective, describe how one can “step into the shoes” of another in order to empathize with potential customers.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Analysis
Answer Location: Design Thinking Requires Empathy
Difficulty Level: Medium
AACSB Standard: Analytical thinking
3. Create five open-ended questions that you could use to explore why people procrastinate in paying their taxes.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Application
Answer Location: Preparing for an Interview
Difficulty Level: Medium
AACSB Standard: Application of knowledge
4. Describe the parroting technique used in interviewing, including two things that can result from it.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Conducting the Interview
Difficulty Level: Medium
AACSB Standard: Application of knowledge
5. Describe the “peeling-the-onion” method of interviewing. Explain why the process is used.
Learning Objective: 4.6: Demonstrate how to interview potential customers in order to better understand their needs.
Cognitive Domain: Comprehension
Answer Location: Preparing for an Interview
Difficulty Level: Medium
AACSB Standard: Group and individual behaviors
6. Demonstrate the design-thinking process by identifying challenges or obstacles for a necessary task in your life, and explore solutions by providing four “How Might We?” questions.
Learning Objective: 4.2: Demonstrate design thinking as a human-centered process focusing on customers and their needs.
Cognitive Domain: Application
Answer Location: Design Thinking as a Human-Centered Process
Difficulty Level: Medium
AACSB Standard: Application of knowledge
7. Illustrate how you would ensure that a brainstorming session is successful.
Learning Objective: 4.4: Illustrate the key phases of the design-thinking process.
Cognitive Domain: Comprehension
Answer Location: Ideation
Difficulty Level: Medium
AACSB Standard: Systems and processes in organizations
8. Select an activity that is new or that you do all the time. Use the AEIOU model to record your observations.
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Application
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standard: Application of knowledge
9. Explain why design thinking is important to the entrepreneur.
Learning Objective: 4.1: Differentiate between design and design thinking.
Cognitive Domain: Comprehension
Answer Location: What Is Design Thinking?
Difficulty Level: Hard
AACSB Standard: Contexts of organizations in a global society
10. What are the four types of observation? For what is each type best suited?
Learning Objective: 4.5: Demonstrate how to observe and convert observation data to insights.
Cognitive Domain: Comprehension
Answer Location: Observation Techniques
Difficulty Level: Medium
AACSB Standards: Group and individual behaviors