TITLE

Follow these 6 rules when doing qualitative research for evaluating new product ideas

AUTHOR(S)
Schnee, Robert K.
PUB. DATE
January 1982
SOURCE
Marketing News;1/22/1982, Vol. 15 Issue 15, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on six simple rules which can help to evaluate new product ideas when doing qualitative research. Research is needed in new product development but there is no substitute for direct interaction between consumer and researcher. It is important to listen to the respondents enthusiasm level, respondents should know what the product is, little problems should be taken seriously, inconsistencies should be probed between a respondent's attitude and behavior, probably would buy responses should be treated with caution and to challenge the respondent are six rules to evaluate new product ideas.
ACCESSION #
19212808

 

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