18.1. Introduction
The objective of the chapter is to give the practitioner an overview of some of the most useful quantitative market research tools for the initial stages of NPD. The quantitative market research tools discussed in this chapter are all a variation on the traditional survey in which customers give their numerical responses to carefully written questions. This chapter complements Chapters 14 and 15, since both qualitative and quantitative tools play a critical role in early NPD. However, qualitative and quantitative market research are quite different, each having its own strengths and weaknesses, as shown in Table 18.1.
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