TY  - JOUR
AB  - Describes a real‐life market assessment study where the market and product were quite unfamiliar to the researcher. It shows the task to be an iterative, circuitous procedure under such circumstances. Describes several methods used to successfully overcome problems in obtaining information. It makes some contrasts between textbook recommendations and what was found in practice. A model of the process is created, based on observations made in the paper. Summarises by making four major points which may assist others undertaking such projects. These relate to (1) identifying secondary data sources, (2) tracking down industry experts for interview, (3) some methods that were used to overcome prospective respondents’ reluctance to be interviewed, and (4) how the research should seek to confirm information provided by other sources but also look for inconsistencies which can be a basis for further inquiry.
VL  - 4
IS  - 8
SN  - 1355-2538
DO  - 10.1108/EUM0000000004543
UR  - https://doi.org/10.1108/EUM0000000004543
AU  - Dawes John G.
PY  - 1998
Y1  - 1998/01/01
TI  - Case study: Doing a market assessment for an unfamiliar product
T2  - Journal of Marketing Practice: Applied Marketing Science
PB  - MCB UP Ltd
SP  - 221
EP  - 230
Y2  - 2024/09/22
ER  -