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In market economy, a new product that enterprises develop has become very important factor of enterprises' continuous development and competition. In this paper, firstly, the indexes of evaluation of product development effect are reduced with Rough sets theory and main factors are obtained. Then a new evaluation method is proposed by analyzing evaluation problem of product development effect including the characteristics of uncertain information. Firstly, evaluation index system is established, and grading standards is put forward. Secondly, factor results and index weights are qualitatively described. Thirdly, the qualitative results are transformed to quantities value. Then unascertained number of factor results and index weights are established. Finally, using unascertained number algorithm, the result of evaluation is worked out. The method is verified by a case study.