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Launching New Products by Paul Sowyrda, John Westman

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Appendixes

Appendix 1

Sample Benchmarking Study Outline: Syndicated Market Research Company

  1. Study overview and design
  2. Familiarity with Syndicated Report Providers
  3. Reports Relied Upon Most
  4. Main Competitors
  5. Ratings of Company and Main Competitors
  6. Advantages and Disadvantages of Company
  7. Advantages and Disadvantages of Competitors
  8. Strong Statements Describing Company Studied and its Products
  9. Strong Statements Describing Competition
  10. Process of Searching, Selecting and Purchasing Reports
  11. Estimates for Generating DR Information In-house
  12. Awareness and Use of Decision Resources Products and Services
  13. Communications about New Reports and Improvements. Awareness
  14. Recommendations to Improve Usage
  15. Purposes for Which DR Products are Used
  16. Job Support and ...

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