How to Design a Product Survey

What are the steps to developing a high quality product survey in advance of launching a new product?

Silvia Bellezza  | Fall 2021
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Well-designed product surveys not only help marketing professionals shape a successful product launch strategy but also increase the chances of the product being embraced by the market. This case outlines best practices in the design of product surveys that strive to better understand consumers’ interest in the product, assess their willingness to pay, and answer other questions the product team may have prior to new product launch.

Case ID: 220501

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