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| Author: | Watkins, T. |
| Title: | A consumer-based model for researching new products. |
| Journal: | European Journal of Marketing
1986 : VOL. 20:10, p. 66-79 |
| Index terms: | MARKET RESEARCH NEW PRODUCTS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Models used in the new product development process are discussed. A consumer-based approach is presented. The aim of simulated test market models is described. Traditional test market methods are criticized. The ideal model for research in the new product development process is outlined. The methodology should mirror consumer orientation. Social interaction is described as an important element of the model.A research experiment is presented for the evaluation of success chances for a test brand. Research methodology is described. Results are analyzed and conclusions summarized. |
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