Finally, a small pilot study, management must decide whether to invest in a larger survey, or to stop the project. The purpose of research is to use psychographic measurement methods for the study of alternative positions cranberry sauce. Illustrates the methods and possibilities of multivariate statistical procedures in the analysis of the survey data and research the product positioning. The main question is whether the results of experimental work and justify the extra cost analysis. No special competence in the field of statistics is required to discuss the case. "Hide
by F. Stuart Debruicker, Jan-Erik Modig Source: Harvard Business School 25 pages. Publication Date: September 1, 1974. Prod. #: 575039-PDF-ENG
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