Бакалавриат
2019/2020
Понимание потребителей: Количественный подход
Статус:
Курс по выбору (Психология)
Направление:
37.03.01. Психология
Кто читает:
Департамент психологии
Где читается:
Факультет социальных наук
Когда читается:
4-й курс, 2 модуль
Формат изучения:
с онлайн-курсом
Преподаватели:
Антонова Наталья Викторовна
Язык:
английский
Кредиты:
3
Контактные часы:
2
Course Syllabus
Abstract
This course will highlight the potential of quantitative marketing research for assessing new product opportunities. In addition to focusing on the skills and practices for a successful New Product Development (NPD), the course will illustrate the multi-faceted challenges of NPD using authentic business situations. The first module will provide business practice foundations to help learners devise creative solutions to problems using a design-thinking framework. Learners will experience the idea creation process and then apply the role of surveys for evaluating consumer responses to an idea before introducing a product to market. The second module will explore the technique of conjoint analysis for quantifying the customer benefits, customer values, and the trade-off he or she is willing to make between the price of the product and desired features of the product or service. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace. The third module will describe a multitude of tools for assessing technology readiness and defining the product features to target the key customer need requirements. Learners will hear an in-depth interview with one of the leading U.S. business executives on the management challenges of innovation. Learners will develop a survey (with appropriate data privacy agreements) and analyze the data for decisions about the pricing and positioning a new product into a focused market. The fourth module will illustrate the use of the tools to create a sales and pricing forecast for a new product. Three new product ideas representing three different types of market unknowns will be analyzed using market research tools.
Learning Objectives
- - Highlight the potential of quantitative marketing research for assessing new product opportunities. - Studying the process of creating an idea. - To apply the role of surveys to assess consumer reactions to an idea before launching a product on the market.
Expected Learning Outcomes
- The first three modules will provide the foundations to help learners identify creative solutions to problems using a design thinking framework, introduced in Module 4.
- Using the technique of conjoint analysis, learners will be able to use the information to determine product positioning, price, and development of product extensions.
- In this third module, we will discuss examples of how to test market a product idea on a small scale in order to get customer feedback on the feasibility of a product or business idea.
- Upon successful completion of this course, you will be able to: Understand idea generation and devise a unique product concept. Develop a conjoint analysis method to trade-off product features with price. Collect and analyze customer data. Devise decisions for a product’s business case based on customer data. Develop a detailed sales and revenue forecast for a new product concept.
Course Contents
- Idea GenerationThis course will highlight the potential of quantitative marketing research for assessing new product opportunities.
- Test Marketing ProcessesIn this third module, we will discuss examples of how to test market a product idea on a small scale in order to get customer feedback on the feasibility of a product or business idea.
- Concept TestingThis second module will explore a method for quantifying the customer benefits, customer values, and the trade-off they are willing to make between the price of the product and desired features of the product or service.
- Estimating the Size of the MarketThis final module will expose learners to the techniques used to determine the market and sales potential for a new product or idea.
Assessment Elements
- Lesson 1-1 Quiz
- Product Idea Form
- Lesson 2-1 Quiz
- Conjoint Plan
- Lesson 3-1 Quiz
- Conjoint Analysis
- Lesson 4-1 Quiz
- Estimating Revenue Potential from Your Idea
Interim Assessment
- Interim assessment (2 module)0.15 * Conjoint Analysis + 0.15 * Conjoint Plan + 0.15 * Estimating Revenue Potential from Your Idea + 0.1 * Lesson 1-1 Quiz + 0.1 * Lesson 2-1 Quiz + 0.1 * Lesson 3-1 Quiz + 0.1 * Lesson 4-1 Quiz + 0.15 * Product Idea Form
Bibliography
Recommended Core Bibliography
- James Lenz,The Management of Innovation Handbook: Transforming from a User of Technology to a Manager of Technology Paperback – September 1, 2016., - URL: https://d3c33hcgiwev3.cloudfront.net/_a210540767ecc131e44169d9cf147cb5_Management-of- Innovation-Lenz.pdf?Expires=1568678400&Signature=edqvmT0J-UejSsebUUZICIj6iHNcsgtw7Fa~~ KzxUZt4-UUq- QCUiphGQ9rN6KMAt3nLRRwo~wdlwJ5HI4do66W6Lo2EsBCTjQwGyOvokdBeV9TxeSpOo 5WXOq-tIXubqpyQ4zrgrfOFVuBU43uowzXqleCrO9MTOYMSLtJwDs_&Key-Pair- Id=APKAJLTNE6QMUY6HBC5A
Recommended Additional Bibliography
- Schieffer, R.Ten key customer insights: unlocking the mind of the market / R. Schieffer. – Mason: Thomson, 2005. – 250 с. - ISBN 1-587-99206-X