This cases scenario provides practical guidelines for carrying out market research to discover and validate demand for entrepreneurial offering. Explains how the inquiry aims of entrepreneurs might differ from those relevant to supervisors assessing service or product offerings to the established markets. For each of numerous research techniques, established conditions under which the technique is most likely to produce useful insights; describes the way the technique ought to be accommodated for use in an entrepreneurial context; about employing the technique and offers suggestions and cautions.
The techniques include usability tests, customer surveys, market trials, split evaluations, and Net Promoter Score. Appendices talk about the usage of focus groups and conjoint analysis in an entrepreneurial context. The Note is therefore suitable for use in MBA, Executive Education, Field Study, or project circumstances where the focus is initiation, new business development, product development, or startups.
PUBLICATION DATE: November 30, 2011 PRODUCT #: 812097-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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