Chapter 5

RDE in Concept Research: An Empirical Demonstration

Alex Gofman and Tõnis Mets

Abstract

The chapter illustrates a practical RDE implementation for market research applications demonstrated with IdeaMap®.NET (http://www.ideamap.net) online RDE tool. Using a case study, the chapter follows steps of the RDE process with explanations of data and findings.

Total Pages: 90-105 (16)

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