"Nobody had any need of the phone before it existed". Thus, what could be in such a new field, the contribution of market research? How can we imagine what the good ways to investigate are and forecast what the key factors for success in the launching of an entirely new product will be? How can we explain, for example, that the very famous "smart card" has got till today so few applications, or that all the solar devices marketed a few years ago were a failure? Market analysis is able to give answers to such problems provided that it uses specific methods.
The objective of the study is to determine the optimum sales price for a new motor oil, the launching of which was decided upon in 1979. The essential problem is to determine the price at which 10% of the sales of a currently sold oil (G.T.S.) would be won in the first year, to take into account production constraints.
The objective of the study is to determine the optimum sales price for a new motor oil, the launching of which was decided upon in 1979. The essential problem is to determine the price at which 10% of the sales of a currently sold oil (G.T.S.) would be won in the first year, to take into account production constraints.
The problem in marketing research is a difficulty in gathering information either in the exploration phase or in the sampling phase. The traditional survey or interview includes certain constraints that any marketing researcher should try to overcome as completely as possible in order to approximate reality. The "in situ interview" attempts to overcome these constraints. It has the advantages of a completely verbal interview while allowing the interviewer to observe the purchasing decision first hand. After summarising the limits of traditional interviews, we shall present the "in situ interview".