The Real-Time Response Survey in New Product Research : It's About Time  

Oleh:

Kahle, Lynn R.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 3 (1997), page 234-248.
Topik: PRODUCT DEVELOPMENT; marketing research; new product development; real time; surveys

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The real - time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a program of research quickly. An evaluation of the methodology shows its predictive utility from : real - time response purchase intentions to self -r eported actual purchases of common commodities seven days later (r = 0.97) ; real - time response purchase intentions to self - reported actual purchases of new products six months later (r = 0.94) ; and an index of three real -t ime response ratings of a product (purchase intention, price, and extent to which product is new and different) by residents of Cincinnati to national sales data for the following year (r = 0.45). Considers some advantages and disadvantages of the methodology. It can be quite useful in new product development.

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