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Parametric Analysis

Parametric Analysis. Introduction. inexpensive form of ‘desk’ research a powerful tool for marketing & PDS development used to identify a product’s ‘place’ identify possible gaps and opportunities. Method. Assemble as much information as possible on the available range of the product.

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Parametric Analysis

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  1. Parametric Analysis

  2. Introduction • inexpensive form of ‘desk’ research • a powerful tool for marketing & PDS development • used to identify a product’s ‘place’ • identify possible gaps and opportunities

  3. Method • Assemble as much information as possible on the available range of the product. • Collect information from as many products as possible (at least 8) and from more than one source. • Excellent starting points are: • shops (e.g. Argos, Boots, Comet) • mail order catalogues (e.g. Index, Innovations) • internet.

  4. Method • Decide on the parameters and attributes you need to analyse. • E.g. • size, • power, • cost, • performance, • length of cables, • endurance, • weight, • capacity, • Functions • other special features.

  5. Method • You must decide which ones are applicable to your product. • Don’t just use the ones that are readily available • REMEMBER– this is a RESEARCH project ! • think about the parameters and attributes which you consider are important to the consumer.

  6. Method • Tabulate the results on an Excel spreadsheet. • Cross- plot pairs of parameters to look for trends, limits, gaps, ranges, similarities and discrepancies. • Do not try to be clever! • Use the data in its raw state and then, having gained a greater understanding from the initial plots, try to identify useful parameter combinations.

  7. Method • Use both QUANTITATIVE and QUALITATIVE data

  8. Example - Dishwashers

  9. Example - Dishwashers

  10. Example - Dishwashers

  11. Example - Dishwashers

  12. Example - Dishwashers

  13. Example - Dishwashers

  14. Requirement • You are required to produce a brief report of your findings which should include: • Introduction of the product range selected • Detailed list of the products researched, including make and model. • Some parametric cross plots which you have identified as being pertinent. • Brief conclusions based on your analysis of the plots • The excel spreadsheet of your data (including plots) • References used

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