Turning Marketing Research High-Tech

Sultan, Fareena; Barczak, Gloria
December 1999
Marketing Management;Winter99, Vol. 8 Issue 4, p24
A concern about the degree to which technology firms use marketing research in their new product development (NPD) process inspired the authors to conduct their own research. They surveyed and interviewed managers in high-tech companies involved in NPD and marketing research and found that these companies are using less structured, more qualitative methods to gather customer information for developing new products. The companies also are disseminating this information and using it to design products and, to a lesser extent, for developing marketing strategies. However, the perceived value of marketing research is still low. A bias against marketing research exists as technology companies are using it mostly to legitimize positions already held. The authors provide suggestions on how to improve the use and value of marketing research in technology companies. INSET: The Study Measures.


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