Abstract:
There is probably very little early post-launch research in the life of a new product which is true concept testing. An informal analysis is made in this paper of the kinds of situation in which a company might feel that post-launch concept research is needed. The likely needs of companies in these situations are discussed. Ideas are presented for improving the efficiency of early post-launch research. These are ideas on sampling, on interviewing and on the use of mapping techniques.
Research Papers
Future ways of communicating with doctors: How effective are the traditional methods
Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: Alan J. Bowditch
 
March 1, 1977
Research Papers
Through the looking glass
Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Raf De Wilde, Alan J. Bowditch, Simon Fitall
 
June 1, 1995
Research Papers
Reports of discussion groups
Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Authors: Philip J. Brown, R. W.B. Davies
 
March 1, 1975
