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Problems in Demand Estimation For a New Technology
Author(s) -
Thomas Robert J.
Publication year - 1985
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.230145
Subject(s) - computer science , estimation , measure (data warehouse) , on demand , demand forecasting , service (business) , product (mathematics) , operations research , industrial organization , marketing , business , economics , data mining , management , engineering , multimedia , geometry , mathematics
It is difficult to estimate demand for a new product or service when a prelaunch test market is not practical. This is often the case for products that incorporate advanced technology. In this article, Robert Thomas reviews 29 different research methodologies used to measure demand for a new telecommunications service. He found several problems in how the research was designed and executed and offers a number of suggestions for improving the accuracy of demand estimates.