BU479 Chapter Notes - Chapter 15: Conjoint Analysis, Unstructured Data, Test Market
Document Summary
Value of marketing research in technology markets: given the rapid pace of change and high level of uncertainty in technology markets, marketing research is essential to minimize the inherent risk in managerial decision-making. How can high-tech customers know what they want: skeptics will argue that marketing research doesn"t apply to high-tech industries as customers can"t possibly know what they want, given the complex and technical nature of products and services. Apple: marketing research was instrumental in developing the iphones 4 and 5, in addition to the. Our job is to figure out what they"re going to want before they do ipad: although apple"s marketing research is a well-guarded secret, it is typically focused on consumer behavior insights. What happens if marketing research is ignored: many technology companies have failed by ignoring the marketing research. If kodak had listened to the marketing research, the company might have dominated the digital camera market.
