Market Research in the Development of a New Typewriter

Abstract

A research pattern that required an unusual degree of coordination among the Marketing Research, Research and Development, Production Engineering, and Sales Promotion Departments characterized the market research conducted prior to the introduction of the new Royal office electric typewriter, the Electress. In this research, the findings of each phase of the over-all study were translated immediately into actual design modifications and later into the formulation of an effective demonstration for use by the sales force.