rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: An
    title: empirical investigation of the role of marketing in new product design
  name:
    name part: O'Neal, Larry Reynolds
    name part: 1947-
    role:
      role term: creator
  name:
    name part: McNeal, James U.
    role:
      role term: degree supervisor.
  name:
    name part: Hise, Richard T.
    role:
      role term: degree committee member.
  name:
    name part: Parasuraman, A.
    role:
      role term: degree committee member.
  name:
    name part: Rose, Warren
    role:
      role term: degree committee member.
  name:
    name part: Texas A & M University
    role:
      role term: degree granting institution.
  type of resource: text
  genre: bibliography
  genre: Academic theses
  origin info:
    place:
      place term: xx
    date issued: 1985
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xii, 136 leaves : illustrations ; 29 cm
  abstract: The purpose of this study was to empirically determine the relationship of marketing to new product design. Specifically, this study examined and measured the magnitude and the nature of the influence of marketing in the new product design process relative to the influence of other departments within the firm. The study also investigated the methodology (i.e., the steps) in the new product design process. To collect the necessary information, a census was taken of the 776 largest firms involved in research and development in the U.S.A. according to Business Week's R&D Scoreboard, (June 20, 1983). An identical mail questionnaire was mailed to both the R&D and marketing department heads of each firm in order to compare differences in responses by the two types of managers. A total of 543 usable questionnaires were returned for a response rate of 35%. Nonresponse error analysis revealed no significant differences between respondent and nonrespondent firms. Seven research hypotheses were tested. The results of the statistical analyses supported three of the seven hypotheses. The most important finding strongly indicates R&D controls new product design with relatively little input by marketing. To the extent that the marketing department is the best representative of the consumer within the typical business firm, this finding also indicates there is relatively little input by consumers into new product design. The second important finding was that R&D and marketing managers have significantly different perceptions of each other's influence and control in new product design. Thus, the problems between R&D and marketing managers will probably continue until top management sets new policies for their working relationships. The research is expected to add to the understanding of the role of marketing in new product design. It also provides implications for practitioners who are currently involved in the development and design of new products.
  note: Typescript (photocopy).
  note: Vita.
  note: "Major subject: Marketing."
  note: Ph. D. Texas A & M University 1985
  note: Includes bibliographical references (leaves 124-129).
  subject:
    topic: New products
  subject:
    topic: Industrial design
  subject:
    topic: Major marketing
  classification: HF5415.153 .O543x 1985
  classification: 658.575
  identifier: http://hdl.handle.net/1969.1/Dissertations-419169
  identifier: http://proxy.library.tamu.edu/login
  related item:
    location:
      url: http://hdl.handle.net/1969.1/Dissertations-419169
  related item:
    location:
      url: http://proxy.library.tamu.edu/login
  record info:
    record content source: TXA
    record creation date: 860710
    record change date: 20190325091605.0
    record identifier: in00000404237
    language of cataloging:
      language term: eng