Commentary: Marketing Research Pitfalls in Product Development
Abstract
In the product development process, marketing research is often used inappropriately. To be useful, marketing research must be focussed on questions to which the answers improve decision making; and marketers should realize that marketing research may do more harm than good when prospective customers do not yet know what they want, which is often the case. Furthermore, too many companies waste time and money inquiring into customer needs and wants and product performance criteria that are perfectly obvious.
Keywords
Citation
Valentin, E.K. (1994), "Commentary: Marketing Research Pitfalls in Product Development", Journal of Product & Brand Management, Vol. 3 No. 4, pp. 66-69. https://doi.org/10.1108/10610429410073147
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited