ABSTRACT
Methods of evaluation range from simple checklists to complex weighted scoring systems. Criteria are developed that can be answered with a ‘yes’ or ‘no’ response. Ideas receiving a ‘no’ response to any of the culling criteria are eliminated. Using classical brainstorming the group then re-examines the ideas to generate possible solutions for each weakness that has been identified. For example, in the case of the second idea, ‘offer discounts,’ the criticisms might be that people might perceive the quality of the product not to be good as a result of offering discounts. In the case of ‘door-to-door sales,’ it might be the fact that unacceptable training and added costs will be incurred because of the need to employ more sales staff. The idea that possesses the lowest number of weaknesses, and that will be most likely to solve the problem, is usually selected for implementation.
