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

Schnee, Robert K.
January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, p22
Trade Publication
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.


Related Articles

  • Two techniques identify potential winning products.  // Marketing News;12/9/1983, Vol. 17 Issue 25, p11 

    The article discusses two marketing research techniques for determining products and services with high potentials for market success. One technique is the unfinished scenario wherein panelists are asked to express their own feelings and values concerning given scenarios to be able to develop...

  • Marketing 101: The final chapter. Stanton, John L. // Food Processing (00156523);Dec2005, Vol. 66 Issue 12, p21 

    The article presents views and insights of the author regarding the basic principles of marketing. The author talks about his perspectives on marketing in the food industry. The author points out the importance of doing a good marketing job to the Hispanic consumer. Significantly, the industry...

  • New Product Development Out of the Box or Not? Subramanian, Susindar K. // Siliconindia;Aug2009, Vol. 12 Issue 8, p38 

    The article discusses the author's suggestions on how to market and manage a new product in the information technology (IT) industry in India. The author suggests that good marketer must know how to listen and to learn what makes other new product failed and succeed. In this regard, he mentions...

  • Innovate with Balance. Curewitz, Barry // Marketing Management;May/Jun2009, Vol. 18 Issue 3, p18 

    The concept of innovation has become much maligned over the recent past. And with the changing marketplace sending waves of caution throughout the corporate world, this trend is likely to continue. Meanwhile, consumers remain the gatekeeper to a brand's success. By recognizing the implications...

  • Can a '50s Icon Do It Again? Barrett, Jennifer // Newsweek;3/20/2006, Vol. 147 Issue 12, pE20 

    The article reports on the Tupperware company, which has struggled with decreasing sales in the U.S. While consumers in Asia and Eastern Europe are buying record amounts of the company's products, sales in the U.S. account for only 15 percent of the company's total sales. CEO Rick Goings expects...

  • 'Playing by Rules' Can Help OEMs Streamline Manufacturing Process. Vredenburgh, Dave // Product Design & Development;May2005, Vol. 60 Issue 5, p14 

    The article focuses on rules-driven product management (RPM). RPM is a category of enterprise software that allows discrete manufacturers to respond to customer-specific orders more rapidly, accurately, and efficiently by capturing and reusing engineering and manufacturing rules, RPM Is an...

  • Measuring the Emotional Quality of Products: How Entrepreneurial Firms Can Efficiently and Effectively Improve New Product Development Practices. Envick, Brooke R.; Wall-Mullen, Eileen // Journal of Management & Marketing Research;Jul2009, Vol. 3, p63 

    It is essential for small, entrepreneurial firms with limited resources to adopt very efficient and effective new product development practices. This paper introduces a system called Emogram that can be used to test new products. Emogram is a computer-based system that quickly and accurately...

  • Prediction of New Product Performance: An Analytical Approach. Claycamp, Henry J.; Liddy, Lucien E. // Journal of Marketing Research (JMR);Nov69, Vol. 6 Issue 4, p414 

    Few attempts have been made to build analytical models for predicting product performance before market introduction. This article describes and applies a model for predicting consumer trials and repeat purchases as a function of controllable and uncontrollable marketing variables.

  • AN EVOLUTIONARY APPROACH TO PRODUCT GROWTH THEORY. Tellis, Gerard J.; Merle Crawford, C. // Journal of Marketing;Fall1981, Vol. 45 Issue 4, p125 

    The continuing controversy about the product life cycle (PLC) concept may indicate that the concept. while useful, is inadequate to explain the entire phenomenon of product growth and proliferation. An alternative concept, the product evolutionary cycle (PEC), is hereby proposed to help resolve...


Read the Article


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

Try another library?
Sign out of this library

Other Topics