Contents
This report is based on the following requirement - - The Task
- Take yourself back several years to 2006 and place yourself in the role of a new product manager responsible for the development and launch of the original Nespresso Lattissma. single serve espresso machine with one-touch milk frother. You have recently joined the company and your job involves designing (but not conducting) activities that will take a new concept in espresso machines through to a successful launch. The project is currently at the concept evaluation stage and your role involves the design of concept and product testing. Your assignment has two parts.
- Part A: Concept testing
- The first part of your task is to design the concept testing procedure (which is outlined in your textbook in chapter 9). It has already been decided by management that this testing will be done in a focus group setting.
- So first define and explain concept testing and set out your aims for the concept test. Then outline in very specific detail:
- Suitable respondents for your concept test
- A very specific concept testing procedure to achieve your aims (include a concept statement and moderators guide for your focus group in appendices)
- Justification for the various aspects of your recommended procedure
- Limitations of concept testing
- Remember to draw on relevant theoretical concepts to underpin your recommendations.
- Part B: Product testing
- For the next section on product testing you will need to define and explain product testing and then set out:
- Your research objectives for product testing
- Key information you would be looking to find out
- With whom you would conduct product testing and why
- Market research techniques you would use, e.g. focus groups, surveys, conjoint analysis
- Specific details of how the research would be implemented, e.g. what issues you would probe, how you would conduct the testing, various stages of testing, and what questions you would ask. Please be as specific as possible and use an appendix for sample questionnaire
- Justification for what you are proposing
- Any limitations of the product testing
Description
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