Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 1 April 1975
Length: 25 pages
Data source: Field research
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Abstract
At the conclusion of a small-scale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce. Illustrates the methods and abilities of multivariate statistical procedures in survey data analysis and product positioning studies. A major question is whether the findings of the pilot work justify further expense and analysis. No special competence in statistics is required for discussion of the case.
Location:
Industries:
Size:
Mid-size, USD80 million sales
Other setting(s):
1971-1972
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 1 April 1975
Length: 15 pages
Data source: Field research
About
Abstract
At the conclusion of a small-scale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce. Illustrates the methods and abilities of multivariate statistical procedures in survey data analysis and product positioning studies. A major question is whether the findings of the pilot work justify further expense and analysis. No special competence in statistics is required for discussion of the case.
Settings
Location:
Industries:
Size:
Mid-size, USD80 million sales
Other setting(s):
1971-1972
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 1 April 1975
Length: 15 pages
Data source: Field research