Development of focus group analysis approach for new product introduction: A case study in biopharamaceuticals

Author

Kalayanee Poon-asawasombat

Abstract

"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 page iii.

Department(s)

Engineering Management and Systems Engineering

Degree Name

Ph. D. in Engineering Management

Comments

Accompanying CD-ROM, available at Missouri S&T Library, contains Appendix A-E.

Publisher

University of Missouri--Rolla

Publication Date

Summer 2004

Pagination

xiii, 178 pages; CD-ROM

Note about bibliography

Includes bibliographical references (pages 160-177).

Rights

© 2004 Kalayanee Poon-asawasombat, All rights reserved.

Document Type

Dissertation - Citation

File Type

text

Language

English

Subject Headings

New products -- ManagementFocus groupsSocial interactionRisk perception

Thesis Number

T 8565

Print OCLC #

62093831

Recommended Citation

Poon-asawasombat, Kalayanee, "Development of focus group analysis approach for new product introduction: A case study in biopharamaceuticals" (2004). Doctoral Dissertations. 1565.
https://scholarsmine.mst.edu/doctoral_dissertations/1565