a look at market research february 2004 nora zietz director business development office johns hopkins 1 what is it 2 why do venture capitalists require 3 how done 4 i have to 5 are standard techniques 6 will tell you information on an industry product or customer set primary polling potential customers interviewing competitors talking directly distribution channels quantify the opportunity and discover trends takes time can be expensive secondary packaged by someone else ex firm somehow published but quick easy obtain very fix if wrong missionary sale dreaded words risk worse than financing management technical except in biotech maybe astra zeneca s new statin crestor must displace some of pfizer lipitor share analysts expect az spend over 500 million promotion pre launch through first year us does not work down drain
