Product research involves analyzing all aspects of a product including its name, features, packaging, price, and more. It has both technical and marketing components. Product research is important as it explains product features, simplifies product lines, develops new products, widens the market, builds goodwill, helps determine appropriate pricing, and facilitates product modifications. Methods for conducting product research include staggered comparison tests, paired comparison tests, and non-directive tests. Successful product research leads to profitable products while unsuccessful research can result in product failures.

1. ADVERTISING AND
MARKETING
RESEARCH

2. PRODUCT RESEARCH
• Product research is concerned with different aspects
of a product which include name, features, uses,
package used, brand name given, price, consumer
support and so on.
• The term product research covers all aspects relating
to manufacturing and marketing of a product. Product
planning and development, product innovation and
modification, product pricing, product life cycle
studies, branding, labelling, packaging, etc. are the
different aspects of product research.
• Product research has two important aspects.
1. Technical aspect of a product, and
2. Marketing aspect of a product.

3. Components of Product Mix
PRODUCT RANGE BRAND
PACKAGE SERVICE AFTER SALE

4. Importance of Product Research
• Explains the features of the product.
• It helps to simplify the product line.
• Develop new products in the existing product line.
• It widens market for the product.
• Creates goodwill for the product.
• It facilitates appropriate price fixation.
• It facilitates modification and renovation of existing
products.

5. Methods of Conducting
Product Research
• Staggered Comparison Test
• Paired Comparison Test
• Non-directive Method (Test)

6. Successful Product Research

7. Unsuccessful Product Research

8. THANK YOU