At the end of a small pilot study, management must decide whether to invest in a larger survey or terminate the project. The aim of the study is to use psychographic measurement method to study the alternative positions of the cranberry sauce. Demonstrates the skills and methods of multivariate statistical methods in survey data analysis and product positioning studies. An important question is whether the results of the pilot work to justify further costs and analysis. No sp … Read more »

At the end of a small pilot study, management must decide whether to invest in a larger survey or terminate the project. The aim of the study is to use psychographic measurement method to study the alternative positions of the cranberry sauce. Demonstrates the skills and methods of multivariate statistical methods in survey data analysis and product positioning studies. An important question is whether the results of the pilot work to justify further costs and analysis. No special expertise in statistics is required for the discussion of the case.
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Debruicker F. Stewart,
Jan-Erik Modig
Source: Harvard Business School
25 pages.
Release date: 01 September 1974. Prod #: 575039-PDF-ENG
Ocean Spray Cranberries, Inc. (A) HBR case solution