Market research companies and new product development tools

doi:10.1108/10610429810229843

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Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Market research companies and new product development tools

Document Information:
Title:	Market research companies and new product development tools
Author(s):	Edwin J. Nijssen, (Nijmegen Business School, Nijmegen, The Netherlands, and Visiting Associate Professor, Marketing Department, Stern School of Business, New York, USA), Ruud T. Frambach, (Associate Professor of Marketing, Tilburg University, The Netherlands and University of Ghent, Belgium)
Citation:	Edwin J. Nijssen, Ruud T. Frambach, (1998) "Market research companies and new product development tools", Journal of Product & Brand Management, Vol. 7 Iss: 4, pp.305 - 318
Keywords:	Market research companies, Methods, New product development, Organizational performance, Product management
Article type:	Research paper
DOI:	10.1108/10610429810229843 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD tools and the modifications made to these NPD tools, and (3) MR company managers’ perceptions of the influence of client use of commissioned NPD research on client NPD performance. The results from a sample of 35 Dutch and Belgium MR companies show that NPD research is a major growth area. MR companies mainly use qualitative research and focus on marketing-mix and product optimization services. A moderate awareness and use of NPD tools exists, although major differences between tools exist. In over 75 percent of all cases MR companies have adjusted the NPD tools they use. Especially customization and standardization of the tools have taken place. Analyzing the relationship between the level of use of commissioned NPD research and client NPD performance, no significant main effect is found. However, a positive effect exists between the use of MR companies’ services and NPD performance for firms that specifically aim to solve NPD problems and/or increase their NPD success.