Chapter 18. Quantitative Market Research

  1. Dr. Kenneth B. Kahn Ph.D. Associate Professor cofounding director industrial engineer project engineer manufacturing engineer
  1. Brian D. Ottum Ph.D., M.B.A., B.S. president

Published Online: 15 NOV 2007

DOI: 10.1002/9780470172483.ch18

The PDMA Handbook of New Product Development, Second Edition

The PDMA Handbook of New Product Development, Second Edition

How to Cite

Ottum, B. D. (2004) Quantitative Market Research, in The PDMA Handbook of New Product Development, Second Edition (ed K. B. Kahn), John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9780470172483.ch18

Editor Information

  1. University of Tennessee, USA

Author Information

  1. Ottum Research & Consulting, Saline, Michigan, USA

Publication History

  1. Published Online: 15 NOV 2007
  2. Published Print: 1 OCT 2004

ISBN Information

Print ISBN: 9780471485247

Online ISBN: 9780470172483

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Keywords:

  • quantitative market research;
  • data collection method - in-person technique;
  • development and testing quantitative tools;
  • internet-based quantitative market research;
  • Kano method and classification system

Summary

This chapter contains sections titled:

  • Introduction

  • The Quantitative Market Research Process

  • Questions Quantitative Market Research Can Answer

  • Segmentation: “Which Customers Should We Target?”

  • Perceptual Mapping: “What Do Customers Think of Current Products?”

  • Kano Method: “What Customer Needs Should We Target for New Product Ideas?”

  • Needs-Ranking: “What Customer Needs Should We Target for New Product Ideas?”

  • Concept Testing: “Which of Our Raw Ideas are the Most Promising to Pursue?”

  • Conjoint Analysis: “What Is the Optimal Mix of Features and Price?”

  • Summary

  • References