Research Guides: ENTR 2P51: Entrepreneurship Basics: Primary Research

Primary Research for New Products/Services

As part of your feasibility analysis, you should conduct primary research with potential customers in order to assess the desirability of your new product/service idea. Examples of such research include concept tests and buying intention surveys.

Find evidence of likely demand by looking for information about the new product or service in business, industry, or news sources. Consult the News & Current Information page for suggestions.

Concept Testing (Wiley International Encyclopedia of Marketing)
Describes four types of concept testing.
Focus Groups and Depth Interviews (Wiley International Encyclopedia of Marketing)
"This article traces the origins of these two pervasive qualitative methods, identifies their similarities and differences, and discusses current issues that surround their uses in marketing-research today".
Questionnaire Design (Wiley International Encyclopedia of Marketing)
Presents simple guidelines for designing a questionnaire.