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.

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