BUS131D_Lecture10_Handout.pptx

BUS131D_Lecture10_Ha - Qualitative Data Gathering Techniques Click to edit Master subtitle style Dr Michael Merz Department of Marketing Decision

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Dr. Michael Merz College of Business, San Jose State University Click to edit Master subtitle style Qualitative Data Gathering Techniques Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 22 Today’s Agenda Empathic Design Conjoint Analysis (not a qualitative technique) Customer Visit Programs Lead Users Beta Version Testing Customer-Driven Innovation Biomimicry Forecasting
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Dr. Michael Merz College of Business, San Jose State University 33 IDEO – The Innovation Factory Case Discussion Which of the market research tools does IDEO incorporate into its design process for its clients? What types of insights can be gained from an empathic design? What are the advantages/disadvantages of its approach?
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Dr. Michael Merz College of Business, San Jose State University Market Research Expenditures and % of  Revenue # of Market Research  Personnel By Industry Sector    Pharmaceuticals 0.78 % 52    Media Companies 0.68 % 22    Consumer Goods 0.51 % 18    Technology (B2B Sector) 0.25 % 15    Telecommunications 0.07 % 15 By Company Size ($ Revenue) < $1 Million 0.07 % 5 > $5 Million 0.5 - 0.69 % 13-41
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Dr. Michael Merz College of Business, San Jose State University Survey Research Concept Testing Conjoint Studies Focus Groups Customer Visits Empathic Design Lead Users Quality Function Deployment Prototype Testing Market Intuition Incremental Innovation (need known) Breakthrough Innovation (technical solution precedes customer need) Customer-Driven Innovation Biomimicry Aligning Market Research with
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Dr. Michael Merz College of Business, San Jose State University
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State University .

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BUS131D_Lecture10_Ha - Qualitative Data Gathering Techniques Click to edit Master subtitle style Dr Michael Merz Department of Marketing Decision

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