Marketing researchers: Investigate why new products succeed, not why they fail

September 1981
Marketing News;9/18/1981, Vol. 15 Issue 6, p13
Trade Publication
Discusses the advantages of focusing on the reasons behind the success of products when conducting market research, according to Edward M. Tauber, a marketing professor at the University of Southern California, Los Angeles. Importance of risk-seeking research; Results of a study that examined products classified as failures by the firms that marketed them; Limitation of pretest market research.


Related Articles

  • Sales wave tests can accurately forecast performance of category-creating products.  // Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p11 

    The article presents the views of Edward M. Tauber, professor of Marketing at Los Angeles, California-based University of Southern California, on sales wave tests which show promise in forecasting performance of category-creating new products. By using this test, the menaces of introducing...

  • Seven suggestions to follow in curtailing marketing research abuses by management.  // Marketing News;6/25/1982, Vol. 15 Issue 26, p7 

    The article provides information on several recommendations aimed at curtailing management abuses of marketing research in the U.S. Edward M. Tauber, professor of marketing at the University of Southern California in Los Angeles, believes that management abuses can be prevented if researchers...

  • Building brand growth. Simms, Jane // Marketing (00253650);9/19/2002, p26 

    Presents highlights from professor John Quelch's presentation on brand growth presented during the Marketing Forum. Key stages of brand growth; Factors critical to building brands; Refutations to a number of marketing theories. INSETS: THE AA DEVELOPS ITS BRAND PROPOSITION.;ROYAL MAIL FOCUSES...

  • What's your preference? Cohen, Steve; Orme, Bryan // Marketing Research;Summer2004, Vol. 16 Issue 2, p32 

    The article discusses the methods used by market researchers in measuring the preferences of survey respondents. Common tasks for market researchers include measuring people's preferences for brands, flavors, or colors and measuring the importance of product features and benefits. For these...

  • SURVEY SAYS... Michaels, Nancy // Entrepreneur;Sep2004, Vol. 32 Issue 9, p73 

    Offers tips on using market research to make decisions on new an current products, promotions and product positioning. Role of technology in providing cost-effective ways to survey prospects and clients; Ways of making sound marketing investments.

  • Lecturers call for alternative to teaching reward scheme.  // Education (14637073);6/4/2010, Issue 394, p4 

    The article discusses the results of a survey of university lecturers in Great Britain by the Centres for Excellence in Teaching and Learning, which found that lecturers want an alternative to the financial incentives used to reward good teaching.

  • Applying the Schlossberg 4S Transition Model to Retired University Faculty: Does It Fit? Goodman, Jane; Pappas, John G. // Adultspan: Theory Research & Practice;Spring2000, Vol. 2 Issue 1, p15 

    Investigates the application of Schlossberg 4S Transition Model to retired university faculty in the United States. Questions regarding aspects of situation, self, support and strategies before and after retirement; Division of faculty retirement survey; Support for participants during...

  • Research on food consumption values identifies 4 market segments; finds 'good taste' still tops.  // Marketing News;5/15/1981, Vol. 14 Issue 23, p17 

    Reports on good taste as a dominant choice criterion of U.S. consumers despite growing concern about the wholesomeness of food ingredients according to Edward M. Tauber, professor of marketing at the University of Southern California in Los Angeles, during the American Marketing Association's...

  • FINDING THE RIGHT ONE AFTER DIVORCE.  // Today's Christian Woman;Nov/Dec2007, Vol. 29 Issue 6, p11 

    The article reviews the book "FINDING THE RIGHT ONE AFTER DIVORCE," by Edward M. Tauber and Jim Smoke.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics