Practical recommendations for the marketing research to study and test the demand for business proposal. Explains how the research objectives entrepreneurs may differ from those that affect managers evaluate the product or service offerings to established markets. For each of several methods, the conditions under which the equipment is likely to valuable information, describes how the technology should be adapted for use in a business context, and offers tips and warnings about the use of this technique. Methods include customer surveys, usability testing, market research, split tests, and Net Promoter Score. Applications to discuss the use of focus groups and a joint analysis in the business context. Notice is therefore suitable for use in the MBA, Executive Education, Field studies and project contexts where the focus of startups, new business development, product development, or innovation. "Hide
by Frank V. Cespedes, Thomas R. Eisenmann, Steven G. Blank 20 pages. Publication Date: November 30, 2011. Prod. #: 812097-PDF-ENG
