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White and Grey Modern Business Research Proposal Presentation - 20250209 - 191251 - 0000

The document outlines three key theories related to product marketing: Innovation Adoption Theory, Market Segmentation Theory, and Product Differentiation Theory, each associated with a proponent. It describes the use of qualitative data through structured questionnaires to gather consumer insights, as well as quantitative data analysis techniques like regression and correlation to evaluate product relationships. The document emphasizes the importance of understanding consumer demographics and preferences for successful product introduction.

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riceljamesjabol
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21 views3 pages

White and Grey Modern Business Research Proposal Presentation - 20250209 - 191251 - 0000

The document outlines three key theories related to product marketing: Innovation Adoption Theory, Market Segmentation Theory, and Product Differentiation Theory, each associated with a proponent. It describes the use of qualitative data through structured questionnaires to gather consumer insights, as well as quantitative data analysis techniques like regression and correlation to evaluate product relationships. The document emphasizes the importance of understanding consumer demographics and preferences for successful product introduction.

Uploaded by

riceljamesjabol
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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OVERVIEW

FRAMEWORK Innovation Adoption Theory


Market Segmentation Theory
Product Differentiation Theory

PROPONENTS

AARON LOEB DANIEL GALLEGO REESE MILLER


Innovation Adoption Market Segmentation Product Differentiation
Theory Maker Theory Maker Theory Maker
QUALITATIVE
DATA
SOO J I N A E LARS P E E T E R S RUFUS S T E W A R T
Administering structured questionnaires
Actor Accountant Doctor to a large sample of respondents to
gather data on consumer demographics,
preferences, and purchase intentions
regarding the new product.

MURA D N A S E R RICHA R D S A N C H EZ MATT Z H A N G


Scientist Chef Journalist
20

15
QUANTITATIVE
DATA
10 Using statistical techniques such as regression analysis,
correlation analysis, and hypothesis testing to identify
relationships between variables and test hypotheses
related to the new product.
5

0
Item 1 Item 2 Item 3

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