Market research, defined

Methodology. Practitioners of chemical market research develop iadividual styles and techniques. However, four elements are essential to every useful study defining the problem, data gathering, analysis of data, and presentation of findings. 

As was stated in Section 1.2.1, the project design should start with a clear specification defining the product, capacity, raw materials, process and site location. If the project is based on an established process and product, a full specification can be drawn up at the start of the project. For a new product, the specification will be developed from an economic evaluation of possible processes, based on laboratory research, pilot plant tests and product market research. 

Since this paper is primarily concerned with working with the market researcher and the market development man, I should define my interpretation of their responsibilities. 

It has already been emphasized that a good knowledge of the entire scientific, medicinal and commercial background situation provides a sound base to define attractive aims for applied research projects. I used the term "creative market research" for this collection of information, to point out that despite the creative, research oriented purpose it is very much influenced by the market situation. In fact, a market assessment for a development product is based on exactly the same kind of information (compare Table 1). 

We used a similar type of analysis to look for correlations between the odour character of the fragrances (defined by their position on the map) and results obtained from large-scale market research. The market research attributes found to be directly related to the odour perception of the samples are shown on the map in Figure 8.6, with arrows indicating the direction of increasing perception of each attribute. 

This definition does not say that combability is the only property of a hair conditioner, but it defines combability as the acid test or the price of entry for a hair conditioner. Market research studies with consumers and current scientific literature are consistent with this definition. The advantage of this definition is that it permits ease of combing as a method that can be used for reproducible measurement to be used to study and to improve hair products for hair conditioning see the section on ease of combing later in this chapter. 

If quality is defined in the sense of Conformance of Manufacture with the Design Specification, then this is primarily associated with manufacture. If the meaning is broadened to include Conformance to the Defined Requirements of the customer (design and/or marketing functions), then this takes in both manufacture and design and broadens the quality function from control to assurance. Finally, one can encompass marketing, or market research, so that the quality assurance function monitors and influences the company s definition of its customers requirements. 

In Total Manufacturing Solutions (Basu and Wright, 1997), we defined total manufacturing to inclnde all the interactions between the conversion process inside a factory with all other bnsiness processes including marketing, research and development, snpply chain management, financial and information... 

The pharmaceutical industry faces many challenges today. Despite an increase in research and development (R D) spending of more than 30 billion per year there has actually been a decline in new drugs approved by the FDA on a yearly basis, with fewer than 30 new drugs approved in 2001. The attrition rate is still exceedingly high, and only one in 1000 compounds that are developed actually makes it to the market and only one in 10 of those compounds is a commercial success (as defined by sales of over 500 million per year). Each compound today costs approximately 800 million... 

Management concepts in the value chain are the generally relevant research fields for the work. Value chain as a term was initially defined by Porter disaggregating a firm into its strategically relevant activities in order to understand the behavior of costs and the existing and potential sources of differentiation . Porter s value chain consists of a "set of activities that are performed to design, produce, market, deliver and support its product (Porter 1985, pp. 33-40). Developed management concept areas for the value chain can be classified by specialization on values, demand or supply ... 

Test substance (EPA) A substance or mixture administered or added to a test system in a study, in which the substance or mixture 1) is the subject, or contemplated subject, of an application for a research or marketing permit, or 2) is an ingredient or product of a substance as defined above. 

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