click below
click below
Normal Size Small Size show me how
Chapter 15
Researching your business
Term | Definition |
---|---|
Idea screening | Sorting the promising ideas from the weak ideas |
Concept development | Taking a business idea and asking the important business questions before committing further time and energy to the product |
Prodotype | A sample product produced on an experimental basis to see if the idea works in practice |
Market research | Involves gathering and analysing info about the potential market for a product |
Desk reasearch | Accessing information that already exists |
Field reasearch | Involves going into the market place to gather information directly from consumers and competitors |
Observation reasearch | Involves watching the behaviours of consumers |
Customer surveys | Invovles using a questionnaire and asking consumers about the attitudes to new product ideas or to existing goods or services |
Sampling | Refers to interviewing a small group of people who are representative of the larger target market |
Focus groups | Involves gathering a group of people together and discussing in detail their consumer attitudes habits and behaviours |
Test marketing | Involved trying out the product or service on a small scale to evaluate customer reactions |
Franchising | Means setting up in business by renting a business name and Idea that is already proven successful |