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Self-assessment Scale－Opportunity Identification of New Product Developer
The purpose of the research is developing a self-assessment scale for identifying opportunities of new products. Through literature review, it is found that the ability to recognize opportunity comes from traits similar to "entrepreneurial alertness", which includes four elements of personality traits, social networks, prior experience, and market perception. The research objects of the pre-test and pro-test were respectively (1) 103 people with work experience in the field of new product development, and (2) 435 people with full-time work experience. In the pre-test, the question items of the scale are reduced to 13 items through item analysis, factor analysis and internal consistency verification. The pro-test adds confirmatory factor analysis to verify the relevance of the items and the research topic. Finally, completing the self-assessment scale—opportunity identification of new product developer. Moreover, those with relevant work experience have more high-level groups, and those without relevant work experience have more low-level groups. Secondly, the average total score of those with relevant work experience is higher than those without relevant work experience in any age group. However, the ability of opportunity identification is significant between freshman and senior workers. To sum up, the self-assessment scale can be simple evaluating tool for people who want to do the job of market development, brand development and so on.
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