New Product Research The development of new products is critical to the life of most organizations as they adapt to their changing environment. Since, by definition, new products contain aspects with which the organization will be unfamiliar, there will be uncertainty associated with them. Thus, it is not surprising that a large proportion of...
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New Product Research – Concept Generation Many kinds of research can contribute to concept generation. Much of what is termed market analysis potentially can lead to concept ideas. It is useful to consider two types of concept generation research. The first might be termed need research identification. In need research, the emphasis is on...
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New Product Research – Product Evaluation and Development The process of product evaluation and development or product testing is very similar to that of concept testing, in terms of both the objectives and the techniques. The aim is still to predict market response to determine whether or not the product should be carried forward....
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New Product Research – Test Marketing In terms of providing a realistic evaluation of a marketing program, there is no substitute for conducting an experiment in which the marketing program (or perhaps several versions of it) are implemented in a limited but carefully selected part of the market. The impact of the total marketing...
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New Product Research – Summary The first stage in new-product research is concept generation, which involves research first to identify needs and second to identify concepts that will be responsive to those needs. The second stage is concept evaluation and development, getting relevant people’s reactions to concepts. The purpose is usually to help make...
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