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E-raamat: Handbook for Market Research for Life Sciences Companies: Finding the Answers You Need to Understand Your Market

  • Formaat: 226 pages
  • Ilmumisaeg: 19-Sep-2017
  • Kirjastus: CRC Press
  • Keel: eng
  • ISBN-13: 9781351773508
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Handbook for Market Research for Life Sciences Companies: Finding the Answers You Need to Understand Your MarketSuurem pilt
  • Formaat: 226 pages
  • Ilmumisaeg: 19-Sep-2017
  • Kirjastus: CRC Press
  • Keel: eng
  • ISBN-13: 9781351773508
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As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase.

Inspired by a new technology that can change the world, critical questions need to be addressed. Is there a market for my innovation? Who are my clients? What do they need? Is my innovation filling that gap in the market? Who are my competitors? How are they approaching the market? If these questions are unaswered, entrepreneurs meet potential investors or partners with only a basic understanding of their market.

The objective of this book is to fill this gap. It is a practical manual that gives entrepreneurs real-world advice and tools to build a solid market model. The book provides tips, models and tools entrepreneurs can use to collect, interpret and present their market and integrate it into their business plan.

What the entrepreneur learns in this book will help him throughout his journey. After going over the market research process, he will learn how to design and use a number of market research tools, and how to adapt them in a life science context. From building a web survey to preparing interviews to doing your own secondary research, this handbook will help him gain a comprehensive understanding of how to perform his own market research activities and how to analyze his data.

Finally, a number of frameworks (such as the TAM-SAM-SOM as well as the KANO Model) are described so that he can efficiently share what he has learned, using models that simply yet effectively shares findings.

Preface xi
Introduction to Market Research xiii
Author xxiii
1 Market Research Basics 1(12)
1.1 Introduction to Market Research Process
1(1)
1.2 Market Research Process
2(9)
1.2.1 Prepare Your Market Research Plan
3(3)
1.2.1.1 Exploratory Research
4(1)
1.2.1.2 Descriptive Research
5(1)
1.2.1.3 Causal Research
5(1)
1.2.2 Data Collection Step
6(4)
1.2.2.1 Design Sampling Plan
6(2)
1.2.2.2 Design Your Tool
8(1)
1.2.2.3 Collecting Data
9(1)
1.2.4 Analyze Your Data
10(1)
1.2.5 Prepare Your Data for Presentation
10(1)
1.3 Case Study: Market Research Process in Action
11(2)
2 Primary Research 13(64)
2.1 Importance of Preparing a Market Research Tool
14(1)
2.2 Designing a Data Collection Tool: Step by Step
15(4)
2.2.1 Step One: Define the Context
15(1)
2.2.2 Step Two: Build Your Question Bank
16(1)
2.2.3 Step Three: Build Your Data Collection Tool
16(2)
2.2.4 Step Four: Validation
18(1)
2.3 Formulating Questions
19(12)
2.3.1 Closed-Ended Questions
20(2)
2.3.2 Open-Ended Questions
22(1)
2.3.3 Projective Questions
23(2)
2.3.4 Choice Modeling Questions
25(1)
2.3.5 Question Banks
26(1)
2.3.6 Mindful Surveys
27(1)
2.3.7 Things to Watch For
28(3)
2.4 Incentives
31(4)
2.5 Data Collection Methods
35(39)
2.5.1 In-Depth Interviews
35(9)
2.5.1.1 Keys to Performing a Good Interview
37(2)
2.5.1.2 Different Types of Individual Interviews
39(2)
2.5.1.3 Motivating Interview Respondents
41(1)
2.5.1.4 Interviews in Life Sciences
42(2)
2.5.2 Focus Groups
44(10)
2.5.2.1 Guidelines to Preparing a Focus Group
46(1)
2.5.2.2 Recruiting for a Focus Group
47(2)
2.5.2.3 Running the Focus Group
49(2)
2.5.2.4 Variation #1: Online Focus Groups
51(2)
2.5.2.5 Variation #2: Triads
53(1)
2.5.3 Traditional Surveys
54(3)
2.5.3.1 Direct Mail Surveys
55(1)
2.5.3.2 Telephone
56(1)
2.5.3.3 In-Person/Street Surveys
56(1)
2.5.4 Online Surveys
57(8)
2.5.4.1 Tips for Designing Your Web Survey and Increasing Your Response Rates
59(1)
2.5.4.2 Online Survey Tools
60(2)
2.5.4.3 Mobile Online Surveys
62(1)
2.5.4.4 Getting Participants
63(2)
2.5.5 Delphi Method
65(1)
2.5.6 Observation
66(6)
2.5.6.1 Use in Life Sciences
69(3)
2.5.7 Mystery Shopping
72(7)
2.5.7.1 Use in Life Sciences
73(1)
2.6 Closing Words on Ethics and Primary Market Research
74(3)
3 Secondary Research 77(30)
3.1 Active Secondary Research
79(17)
3.1.1 Government Data
79(2)
3.1.2 Public Company Data
81(1)
3.1.3 Print Media
82(1)
3.1.4 Trade and Industry Groups
83(1)
3.1.5 Scientific Publications
84(1)
3.1.6 Market Research Firms
85(1)
3.1.7 Competitive Start-Up Research through Specialized Websites
86(1)
3.1.8 Blogs
87(1)
3.1.9 Social Networks
88(2)
3.1.10 Discussion Boards
90(2)
3.1.11 Search Engines: Tips and Tricks
92(1)
3.1.12 Power Up Google
93(3)
3.2 Passive Secondary Research
96(5)
3.2.1 Rich Site Summary Feeds
96(1)
3.2.2 Google Alerts
96(1)
3.2.3 Web Monitoring Tools
97(1)
3.2.4 Social Media Tracking
98(1)
3.2.5 Online Collaborative Tools: Factr
99(1)
3.2.6 Google Trends
99(1)
3.2.7 A Word on Bots and Data Scrapers
100(1)
3.3 Internal Secondary Data
101(1)
3.4 Evaluating Your Secondary Research
102(2)
3.5 Limits of Secondary Research
104(3)
4 Analyzing Data 107(36)
4.1 Initial Data Analysis
108(5)
4.1.1 Cleaning Up the Data
109(3)
4.1.2 Preparation of Data
112(1)
4.1.3 Specific Issues Relating to Cleaning Up Qualitative Data
113(1)
4.2 Data Analysis: Quantitative
113(13)
4.2.1 Overview of Descriptive and Inferential Analysis
114(2)
4.2.2 Univariate Analysis
116(4)
4.2.2.1 Frequency Distribution, Central Tendency, and Dispersion
116(2)
4.2.2.2 Central Tendency
118(1)
4.2.2.3 Dispersion
119(1)
4.2.3 Multivariate Analysis
120(4)
4.2.3.1 Contingency Tables
120(1)
4.2.3.2 Correlation
121(2)
4.2.3.3 Regression Analysis
123(1)
4.2.3.4 General Linear Model
124(1)
4.2.4 Software for Quantitative Analysis
124(2)
4.3 Qualitative Data Analysis
126(14)
4.3.1 Qualitative Data Analysis Process
127(10)
4.3.1.1 Step One: Familiarization
128(1)
4.3.1.2 Step Two: Identifying a Framework
128(6)
4.3.1.3 Step Three: Coding the Data Using the Framework
134(3)
4.3.1.4 Step Four: Use the Framework for Descriptive Analysis
137(1)
4.3.2 Using Computer Software to Assist in Qualitative Analysis
137(3)
4.3.3 Some Final Notes about Qualitative Analysis
140(1)
4.4 Obstacles to Effective Analysis
140(2)
4.4.1 Confusing Facts and Opinions
141(1)
4.4.2 Researcher Bias
141(1)
4.4.3 Complexity of Data
141(1)
4.5 Future of Data Analysis
142(1)
5 Estimates and Models 143(18)
5.1 Appraising the Market Environment: The SWOT Model
143(6)
5.1.1 Four Elements of a SWOT Model
144(3)
5.1.2 Developing Strategy Applications from Your SWOT Model
147(1)
5.1.3 An Alternative to SWOT: The SCORE Model
148(1)
5.2 Appraising Market Size: The TAM-SAM-SOM Model
149(5)
5.2.1 Three Parts of the TAM-SAM-SOM Model
150(4)
5.3 Appraising Customer Attributes: The Kano Model
154(4)
5.3.1 Five Attributes of the Kano Model
155(2)
5.3.2 Issues with Kano Modeling
157(1)
5.4 Appraising Competitive Space: The Strategic Triangle (3C's)
158(2)
5.4.1 Implementing 3C's Strategic Triangle
159(1)
5.5 A Final Note on Organizing Complex Data
160(1)
6 The Look n' Feel 161(26)
6.1 Presenting Quantitative Data
162(8)
6.1.1 Identification and Evaluation Step
163(1)
6.1.2 Transforming Quantitative Data into a Graphic
164(3)
6.1.3 Building a Graph
167(1)
6.1.4 Decision Tree Modeling
168(2)
6.2 Presenting Qualitative Data
170(6)
6.2.1 Overview of Presenting Qualitative Data
170(1)
6.2.2 Using Quotes to Reinforce Qualitative Presentations
171(1)
6.2.3 Visual Layouts to Display Qualitative Data
172(4)
6.2.3.1 Qualitative Matrixes
173(1)
6.2.3.2 Flowcharts
174(2)
6.3 Presentation Tools
176(8)
6.3.1 Slideshow
176(4)
6.3.1.1 Slideshow Software
178(1)
6.3.1.2 Slideshow Framework: The 10/20/30 Rule
179(1)
6.3.2 Visual Storytelling Software
180(1)
6.3.3 Infographics
181(3)
6.4 Closing Remarks: Marketing versus Technology
184(3)
7 Final Words 187(4)
Bibliography and Further Reading 191(2)
Appendix 193(2)
Index 195
Jean-Francois Denault has been working with innovators and entrepreneurs in life sciences as a professional consultant for over fifteen years. Through the years, he has worked with over 40 different clients in life sciences (including larger companies such as J&J, Denka Seikenand Chemo Group). His clients are located all over the world, having completed projects with clients in over 25 different countries.



Jean-Francois specializes on the life sciences segment. As such, he has completed projects related to pharmaceuticals, biotechnology, medical devices, nutraceuticals and healthcare. Most of his projects have been in the market research, marketing strategy and competitive intelligence space. He possesses a graduate degree in Management Consulting, an executive MBA and graduate degree in organizational communication.



He is member of the Editorial Boards of the Journal of Journal of Brand Strategy and the Journal of Digital & Social Media Marketing, and has written a half-dozen articles for various publications. He is on the Advisory boards of several start-ups (including Marshall Hydrothermal and JustBIO) as well as being a member of Pharmed Canadas CMO- CDMO Strategic committee. He is also an active member of his community, being President of the Lanaudière Alzheimer Society since 2012.
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