ch24 - Marketing Research Aaker Kumar Day Ninth Edition...

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1 Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides
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Marketing Research 9th Edition http://www.drvkumar.com/ 2 Chapter Twenty-four Traditional Applications of Marketing Intelligence
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Marketing Research 9th Edition http://www.drvkumar.com/ 3 Phases in New Product Research Concept Generation Need Identification Concept Identification Concept Evaluation and Development Product Evaluation and Development Testing the Marketing Program
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Marketing Research 9th Edition http://www.drvkumar.com/ 4 Concept Generation Need Identification Perceptual maps Social and environmental trends Benefit structure analysis Product users Focus-group interviews Lead user analysis
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Marketing Research 9th Edition http://www.drvkumar.com/ 5 Concept Generation (contd.) Concept Identification Are there any major flaws in the concept? What consumer segments might be attracted to it? Is there enough interest to warrant developing it further? How might it be altered or developed further? How are the concepts exposed? To whom are the concepts exposed? To what are they compared? What questions are asked?
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Marketing Research 9th Edition http://www.drvkumar.com/ 6 Product Evaluation And Development Use Testing Virtual Product Testing Blind use test Predicting Trial Purchase Pre-test Marketing
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