One Dollar Product

Overview

• Overview

Contents and Purpose of Each Chapter

• Chapter 1—Introduction
• Chapter 2—Impact of Information Technology in Market Research
• Chapter 3—Challenges Facing the Market Research Profession
• Chapter 4—Why Companies Cannot Survive Without Market Research
• Chapter 5—The Role of Market Research in High-Technology Business
• Chapter 6—The Market Research Process: A 12-Step Approach to Success
• Chapter 7—Sources of Market Research
• Chapter 8—Market Measurements
• Chapter 9—Market Research Measurement Instruments
• Chapter 10—Forecasting
• Chapter 11—Competitive Benchmarking and Analysis
• Chapter 12—The Most Common Problems Challenging High-Technology Companies
• Chapter 13—Creating Your Own Market Research Team
• Chapter 14—How to Structure a Market Research Project
• Chapter 15—How to Fulfill Your Research Needs: What Options Are Available?
• Chapter 16—The Market Research Presentation
• Chapter 17—How to Sell Market Research to the Company
• Chapter 18—Conclusion

How to Use This Guidebook

• How to Use This Guidebook

Role of High-Technology Market Research

• Role of High-Technology Market Research

Introduction

Identify Problem; Challenge or Opportunity

Determine Research Objectives

Create Optimal Research Team

• Introduction

Design Interview Strategy

• Identify Problem; Challenge or Opportunity

Test Survey Design

• Determine Research Objectives

Conduct Secondary Research

• Create Optimal Research Team

Conduct Primary Market Research

• Design Interview Strategy

Market Analysis and Market Forecasting

• Test Survey Design

Develop Strategic Recommendations

• Conduct Secondary Research

Present Results and Recommendations

• Conduct Primary Market Research

Market Monitoring

• Market Analysis and Market Forecasting

Introduction

Engineering-Driven Management

Market Research Manager

Integration of Market Research

Failure to Complete the Process

Follow Up and Action Plan

Education; or the Lack of It

Forecasting Misconceptions

Summary

Introduction

Markets Rapidly Becoming Truly Global

Competition Increasing Daily

Economies of Scale Less Important Today

Information Abundant and Free-Flowing

Markets Moving Faster Than Ever

Introduction

Measurement-Driven Strategy

Role of Market Research

Introduction

Introduction

Secondary Research

Primary Research

Introduction

Price

Market Size

Market Share

Market Saturation

Replacement Rate

Price/Performance Ratio

Customer Attitude Measurements

Market Growth Rate

Market Potential

Market and Product Age

Sales Intensity

Installed Base

Customer Demographics

Internal Sales Levels

Market Concentration

Customer Recall and Recognition

Distribution Channel Measurements

Customer Dissatisfaction

Other Measurements to Consider

Conclusions

Introduction

Mail Surveys

Telephone Interviews

Personal Interviews and Visits

Computer Automated Interviewing

Product Literature Reviews

Focus Groups

Beta Sites

Secondary Research

Trade Show Research

Internal Sales Analysis

Conclusions

Appendix: Frost & Sullivan's "How to Perform Competitor Interviews"

Definition and Role

Forecasting Techniques

Forecasting Technical Trends

Economic Environment

Conclusion

How to Do Competitive Benchmarking

How to Grow Your Business with Competitive Benchmarking

Benchmarking the Competitor's Customers

Conclusion

Introduction

Problem 1: Sales Not Growing at A Sufficient Rate

Problem 2: Who Will Buy the Technologically Advanced Product We Just Developed?

Problem 3: We Have Run Out of New Product Ideas

Problem 4: How Do We Sell Our New Product?

Problem 5: We Have a Competitor Causing Us Real Problems! How Do We Stop This Company?

Problem 6: We Have Large Market Share in All Segments of the Industry Except One! How Can We Exploit This Segment?

Problem 7: Should We Enter This New Market?

Problem 8: What Should We Do With This Acquisition Opportunity?

Summary

The Organizational Charter: Why Create One?

Where Should the Market Research Group Be Placed in the Organizational Structure? What is the Optimal Position?

Structuring the Market Research Group

A Market Research Management Style That Works

Staffing the Market Research Department: Key Ingredient to Success

How to Evaluate Your Market Research Department Members: Are They Awake?

Key Activities for Success and Organizational Impact

Optimizing the Annual Market Research Investment

Playing Corporate Politics to Gain a Bias Toward Action

Sell Market Research - Not Yourself

Develop a Credo

The Importance of Listening Skills in Market Research

Appendix A—Listening Skills Workshops

Introduction

Structuring a Market Research Study for Optimal Results

Market Research Customer Perspective

Project Responsibility Template

Structuring the Market Research Project

Introduction

Internal Market Research Staff

Custom Consulting

Off-the-Shelf Market Research Reports

Multi-Client Market Research Reports

Newsletters

Subscription Services

On-Line Services

Role of the Presentation

The Written Report

The Verbal Presentation

How to Sell Market Research to the Company

How to Sell Market Research to Management

Setting Budget for Market Research

Appendix A—A Proposal for Strategic Market Research and Support Services

Conclusion