Development of focus group analysis approach for new product introduction: a case study in biopharamaceuticals
Case study in biopharamaceuticals
"New technological products can be perceived as risky by the public. This perception can have a severe impact on the success of introduction of new products, whether or not this perception is based on fact. This exploratory research develops a focus group analysis approach to analyze focus group data for these kinds of products. Focus groups are designed to investigate individual behaviors, the dynamics of public perceptions of risk, public behaviors, the interaction among them, and their perceived benefits and concerns in the discussion regarding new products. The objectives are to identify characteristics of likely key opinion leaders and followers, to identify important and interesting issues addressed by participants, and to investigate the issues that appear to be influential. Biopharamaceuticals are used as a case study for this research since they are new products that are currently being introduced to the marketplace, and can be perceived as risky by stakeholders in the market"--Abstract leaf iii.
Engineering Management and Systems Engineering
Ph. D. in Engineering Management
University of Missouri--Rolla
xiii, 178 leaves; 1 CD-ROM (4 3/4 in.)
© 2004 Kalayanee Poon-asawasombat, All rights reserved.
Dissertation - Citation
Library of Congress Subject Headings
New products -- Management
Print OCLC #
Link to Catalog Record
Full-text not available: Request this publication directly from Missouri S&T Library or contact your local library.http://laurel.lso.missouri.edu/record=b5371713~S5
Poon-asawasombat, Kalayanee, "Development of focus group analysis approach for new product introduction: a case study in biopharamaceuticals" (2004). Doctoral Dissertations. 1565.