Harvard Business School Publishing Case Map for

Churchill/Iacobucci
MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 8/e
South-Western (Dryden), 2002
Note: Every case map provides only a partial list of relevant cases from HBS Publishing.
To explore alternatives, or to get more information on the cases listed below, visit our
web site at www.hbsp.harvard.edu and use the searching functions.
Case Title,
Authors

Institution,
Length,
HBSP
Product
Number,
Supplements,
Teaching
Note (TN)
availability

Geographical and
Industry Setting,
Company Size,
Time Frame

Chapter 1:
Marketing Research: A Pervasive Activity
California
BizRate.com
HBS
Youngme Moon
22p
Industry Setting:
Internet Gross
Product
Revenue: $10
Number:
million revenues
9-501-024
TN available
Number of
Employees: 200
Case Time Frame
Start: 2000 Case
Time Frame End:
2000

Zenith:
Marketing
Research for
High Definition
Television
(HDTV)
Fareena Sultan

HBS
22p
Product
Number:
9-591-025
TN available

United States
Industry Setting:
television
Company Size:
Fortune 500 Case
Time Frame
Start: 1990 Case
Time Frame End:
1990

Abstract/Subjects

BizRate is a market research firm that collects pointof-purchase customer feedback data from retailing
merchants. It then makes its findings available to
consumers in the form of "BizRate star ratings,"
which are displayed on its website. To date, its
primary revenue source has come directly from this
market research (the company sells detailed
customer feedback analysis reports to vendors). In
October 1999 (Red October), BizRate introduced a
number of e-commerce initiatives that were very
successful. This has led to a debate over whether
BizRate should dump the research side of its
business in order to focus on becoming an ecommerce referral site. Teaching Purpose: To
explore concepts of consumer trust and merchant
credibility; to examine the various roles a research
and information intermediary can play in the
customer relationship-building process; and finally,
to examine the potential of database marketing in the
new economy. Subjects: Direct marketing;
Electronic commerce; Internet marketing; Market
research
Managers at Zenith must decide what marketing
research, if any, needs to be done now in order to
assess market potential and consumer preference for
a technological innovation, high definition television
(HDTV) that is yet to be introduced. The case
describes various marketing research options
available to Zenith in August 1990. In particular
managers have to decide whether to conduct a study
to examine consumer preferences for the wider
screen format of HDTV. They also need to forecast
HDTV demand from 1992-2000 under pessimistic,
most likely and optimistic scenarios that have to be

Suave (C)
Mark S. Albion

HBS
21p
Product
Number:
9-585-019
TN available

Introducing New
Coke
Susan Fournier

HBS
36p
Product
Number:
9-500-067

Mary Kay
Cosmetics: Asian
Market Entry
John A. Quelch ;
Nathalie Laidler

HBS
35p
Product
Number:
9-594-023
TN available

United States
Industry Setting:
shampoo
Company Size:
mid-size Gross
Revenue: $330
million sales Case
Time Frame
Start: 1984 Case
Time Frame End:
1984
United States
Industry Setting:
beverages Case
Time Frame
Start: 1985 Case
Time Frame End:
1985

Japan/China
Industry Setting:
cosmetics
Company Size:
large Gross
Revenue: $800
million revenues
Case Time Frame
Start: 1993 Case
Time Frame End:
1993

Chapter 2:
Alternative Approaches to Marketing Intelligence
HBS
Las Vegas, NE
Harrah's
27p
Entertainment,
Industry Setting:
Inc.
casino Gross
Product

defined. Can be used to expose students in an

introductory marketing management course to
various marketing research methods available to
assess consumer preferences for new products and
innovations. In particular it exposes students to
conjoint analysis' methodology. Also allows students
an opportunity to assess the situation facing Zenith
and explore forecasting marketing potential via
scenario analysis.
Subjects: Forecasting; High technology products;
Innovation; Market research; Product introduction
Promotes discussion on advertising budgeting and
media mix decisions in the shampoo market for lowpriced, high-volume Suave. Provides various types
of market research into consumer behavior and the
competition context. The importance of retailers and
shelf space is emphasized, and the entire marketing
budget is examined.
Subjects: Advertising; Advertising strategy;
Consumer behavior; Consumer goods; Market
analysis; Market research; Marketing mixes
On April 23, 1985 the Coca-Cola Co. announced a
decision that would rock the world. The old Coke
formula would be taken off the market and replaced
with a smoother, sweeter taste. The reaction of the
American people was immediate and violent, causing
three months of unrelenting protest against the loss
of Coke. Was the marketing research at fault? The
launch strategy? Or did Coke "just not get it"? This
case explores marketing's most famous public
disaster to reveal deep lessons about managing the
brand. Teaching Purpose: To probe reasons for the
failure of new Coke so as to inform more sensitive
brand management practice. Can be used to
stimulate discussion about certain market research
methodologies at the start or the end of a course.
Subjects: Boycotts; Brand equity; Brand
management; Consumer behavior; Marketing
management
Executives at Mary Kay Cosmetics are renewing
opportunities to enter the Japanese and/or Chinese
markets. The comparative opportunities must be
assessed and guidelines for entry strategies must be
determined.
Subjects: China; Cosmetics; International
marketing; Japan; Market entry; Market research;
Marketing strategy

Describes a situation facing Philip Satre, chairman

and CEO of Harrah's Entertainment, Inc. Satre was
reading a May 2000 Wall Street Journal story that

Rajiv Lal ;
Patricia Martone
Carrolo

Number:
9-502-011

Revenue: $3
billion revenues
Case Time Frame
Start: 2000 Case
Time Frame End:
2000

DoubleClick and
Internet Privacy
David P. Baron

Stanford GSB
11p
Product
Number:
P32

United States.
Industry:
Media/Internet and
online content
providers Gross
Revenue: $505.6
million revenues
Number of
Employees: 1,929
Case Time Frame
Start: 2000 Case
Time Frame End:
2000

Avalon
Information
Services, Inc.
Lynn Sharp
Paine ; Wilda L.
White

HBS
17p
Product
Number:
9-395-036
TN available

United States
Industry Setting:
information
services Gross
Revenue: $200
million revenues

discussed the company's marketing success in

targeting low rollers, the 100% growth in stock price
and profits in the year to December 1999, and the
revenue growth of 50%, which significantly
outpaced the industry. The exciting articles aroused
Satre's desire to know more about the activities of his
then COO, Gary Loveman, and his team of
"propeller heads" with respect to their database
marketing efforts and the Total Reward Program.
Satre was interested in two questions: He wanted to
know how much these marketing efforts had
contributed to Harrah's overall performance and
whether these marketing results were a one-shot
event or could be achieved year after year, especially
as the competition introduced similar programs.
Teaching Purpose: Assessing the short-term and
long-term benefits of database marketing and loyalty
programs. Subjects: Customer relations; Data bases;
Entertainment industry; Loyalty; Service
management
In February 2000, USA Today disclosed
DoubleClick's plan to merge its anonymous online
data with Abacus Direct's database. DoubleClick, the
industry leader in Internet advertising services,
quickly suspended its plan. The company tracked
web activity on its DoubleClick network of 1,500
web sites and placed banner advertisements on
11,000 sites. The information it collected was
identified only by an ID number assigned to a cookie
deposited on the user's computer by the banner
advertisements. DoubleClick's DART software
technology processed the anonymous information to
generate user profiles used to tailor advertisements
for web sites. Abacus Direct was the leader in
collecting information from catalog purchases and
using that data to target advertising and catalog
configurations to consumers. Abacus had five-year
buying profiles on 88 million households. As the
privacy firestorm erupted over the merger of the data
on offline purchasing with information gleaned from
the browsing of Internet users, DoubleClick saw its
$1.7 billion strategic investment in Abacus dissolve.
In the aftermath, DoubleClick faced the problems of
developing a strategy for regaining public confidence
and for the collection and use of information going
forward. This case discusses Internet privacy, selfregulation, privacy activists, and actions by the U.S.
government and the European Union. Subjects:
Activists; Information management; Internet
marketing; Legislation
The Privacy Review Committee of Avalon
Information Services must decide how to deal with
concerns voiced by its retail supermarket customers
about the privacy of consumer data collected through
Avalon's point-of-sale data collection program. One
customer is proposing that Avalon adopt a system

Number of
Employees: 200
Case Time Frame
Start: 1992 Case
Time Frame End:
1992

The Coop:
Market Research
Ruth Bolton ;
Youngme Moon

HBS
14p
Product
Number:
9-599-113

Exploring BrandPerson
Relationships:
Three Life
Histories
(Condensed)
Susan Fournier

HBS
18p
Product
Number:
9-597-091
TN available

United States
Industry Setting:
quick service
restaurant Gross
Revenue: $58.9
million revenues
Case Time Frame
Start: 1995 Case
Time Frame End:
1995
N/A

Chapter 3:
The Research Process and Problem Formulation
Dell Computer:
Stanford GBS United States
Inspiron Product
22p
Industry Setting:
computers
Development
Product
Jacquelyn S.
Number:
Company Size:
M293
Fortune 500 Gross
Thomas ;
Revenue: $12
Michael
billion revenues
Rosenstein
Case Time Frame
Start: 1997 Case
Time Frame End:
1998

requiring consumers to affirmatively consent to

participate in the program in place of the "opt-out"
system used to date. Teaching Purpose: Intended to
develop understanding of the privacy issues raised
by new information technologies and to illustrate one
organizations's approach to addressing these issues.
Subjects: Direct marketing; Ethics; Information
services; Market research; Online information
services
Daryl Buckmeister, CEO of The Chicken Coop, must
decide whether to invest in market research, how
much money to spend, and which programs to fund.
His two vice presidents (of quality and marketing)
have presented very different proposals. Teaching
Purpose: Fosters discussion of principles underlying
decisions about market research.
Subjects: Fast food industry; Market research;
Restaurants
The idea that "relationships" exist between
consumers and products has implicitly occupied a
central place in brand marketing thought and
practice. Now as relational (one-on-one) marketing is
said to be replacing transactional (mass) marketing
as the dominant paradigm of the field, explicit
theoretical development of these ideas becomes
critical. This case presents detailed qualitative data
on three women (gathered from interviews) and their
relationships with brands. Teaching Purpose:
Intended to reveal the deep connections consumers
may form with brands across product categories,
providing new insights into phenomena such as
brand loyalty and brand equity that will inform brand
management practice.
Subjects: Brands; Consumer behavior; Consumer
marketing; Customer relations

Describes the organizational, strategic, and tactical

challenges that Dell Computer faces as it develops a
new laptop computer that is targeted at home and
small business users. Portrays the challenges that the
firm faces as it attempts to manage its customer
portfolio as well as its product line profitability.
Presents data on the trade-offs that the product
developers must make with regard to the weight,
price, and hardware specifications of the potential
new product. A unit within Dell, called the Center
for Competence, plays a key role in the design
positioning and pricing for the product line. In many
respects this unit represents the voice of the customer
in the product development and marketing process.
The key questions at the end of the case are: 1)
Should the laptop be introduced? 2) If it is
introduced, how should it be configured? and 3) How
should the product be priced? Teaching Purpose: 1)

The Coop:
Market Research
Ruth Bolton ;
Youngme Moon

HBS
14p
Product
Number:
9-599-113

Chapter 4: Research Design

Concept Testing
HBS
(HBS Note)
9p
Robert J. Dolan
Product
Number:
9-590-063

United States
Industry Setting:
quick service
restaurant Gross
Revenue: $58.9
million revenues
Case Time Frame
Start: 1995 Case
Time Frame End:
1995
N/A

Bank of
America: An
Exploratory
Study of the
Women's Market
Adrian B. Ryans
Ranie Bangalore

Stanford GSB
30p
Product
Number:
M213

California
Industry Setting:
banking
1970s

Terry's Group:
Designing
Novelty
Chocolates
John A. Quelch ;
Margaret Bruce

Design
Mgt.Institute
14p
Product
Number:
DMI003
Supplement
available
TN available

U.K.,
confectionery,
1990s

Compaq
Computer: Focus
Groups 1 and 2,
Video Transcript
Compaq
Computer

HBS
19p
Product
Number:
9-599-122
Case video
available:

N/A

The challenges of structuring and operating an

organization that has both a strong product
development focus and a customer management
orientation. 2) Issues regarding customer acquisition
and product line management.
Subjects: Computer industry; Customer relations;
Direct marketing; Marketing strategy; Product
development; Product portfolio management
Daryl Buckmeister, CEO of The Chicken Coop, must
decide whether to invest in market research, how
much money to spend, and which programs to fund.
His two vice presidents (of quality and marketing)
have presented very different proposals. Teaching
Purpose: Fosters discussion of principles underlying
decisions about market research.
Subjects: Fast food industry; Market research;
Restaurants

Describes concept testing products. Presents

guidelines for effective design, execution, and
interpretation of test procedures. Discusses
limitations of these techniques and sets out the
situations for which they are appropriate.
Subjects: Market analysis; Market research; Models;
Product introduction; Sales forecasting
Illustrates the use of "focus group discussion" as an
exploratory marketing research technique. The
marketing research division of Bank of America is
helping its California division launch an advertising
campaign aimed at the women's market. Essentially,
a transcript of a discussion by one of the focus
groups selected for the purpose. Students are asked
to examine critically the role of the moderator and to
evaluate the information value of the technique.
Subjects: Advertising; Advertising campaigns;
Market research; Market segmentation; Women
Focuses on the development and market launch of a
new FMCG product (a chocolate bar). The product
was innovative and positioned in the niche market of
indulgent countlines. Pricing and market strategy for
the product are highlighted. Focus groups were held
with consumers after market launch, as the market
acceptance of the product was lower than initially
planned. Focuses on a strategy to increase market
acceptance.
Subjects: Brands; Food; Market research; Marketing
strategy; New product marketing; Pricing; Product
development
Presents the transcript of two actual focus groups,
with verbatim customer comments and critiques of a
new product design that Compaq is developing.
Teaching Purpose: To show the students the
maddening quality of focus groups but also their
power and the need to use them carefully.
Subjects: Computer industry; Focus groups; High

Procter &
Gamble Canada:
Developing
Scope
Advertising
Copy
John S. Hulland ;
Ken Mark

Product
Number
9-599-503
Ivey
School/UWO
16p
Product
Number:
98A030

Canada Industry
Setting: consumer
products Company
Size: large Case
Time Frame
Start: 1997 Case
Time Frame End:
1997

Innovation at 3M
Corp. (A)
Stefan Thomke ;
Ashok Nimgade

HBS
23p
Product
Number:
9-699-012
Supplement
available
TN available

United States
Industry Setting:
medical/surgical
Company Size:
Fortune 500 Case
Time Frame
Start: 1997 Case
Time Frame End:
1998

Industrial Market
Research: Beta
Test Site
Management
(HBS Note)
Robert J. Dolan

HBS
11p
Product
Number:
9-592-010

N/A

Chapter 5: Causal Designs

HBS
Nestle
36p
Refrigerated
Foods: Contadina Product
Pasta & Pizza
Number:
9-595-035
(A)

United States
Industry Setting:
food Gross
Revenue: $150
million revenues

technology; Market research; Marketing

management; Product development; Research
methodology; Retailing
The assistant brand manager for Procter & Gamble's
Scope brand in Canada has been working since May
with the brand manager to refine the brand's market
position. They are concerned about whether they
have chosen the correct target for the brand, and
what their fall advertising for Scope should
communicate. A focus group session has been
planned for the next two weeks. They are eagerly
awaiting the opportunity to uncover key consumer
insights but want to ensure that they are asking the
right questions. They have to make specific decisions
regarding the fall advertising campaign no later than
the beginning of August and want to ensure that the
new advertisements are as successful as possible.
Subjects: Advertising; Canada; Consumer goods;
Consumer marketing; Market research; Product
management
Describes how 3M Corp. introduces and learns a new
and innovative methodology called lead user
research to understand future customer and market
needs. A team from 3M's Medical-Surgical Markets
Division applies the Lead User methodology to the
field of surgical infection control and discovers not
only new product concepts but also a very promising
new business strategy. Focuses on: 1) 3M's approach
to the management of innovation and understanding
market needs, 2) an in-depth description of the Lead
User method and its potential as applied to the
medical business, and 3) the managerial challenges
of introducing novel methods into a successful
organization. Teaching Purpose: Explains how to
introduce and conduct Lead User research to
understand future customer and market needs.
Allows managers and students to discuss the
potential of customer input in innovation strategy
formulation.
Subjects: Management of change; Market research;
Marketing strategy; Medical supplies; Product
development; Research & development; Research
methodology; Strategy formulation
Describes the role of BETA tests in the new product
development process and presents guidelines for
effective test program development. Teaching
Purpose: to develop knowledge of appropriate
research tools.
Subjects: Industrial markets; Market research;
Product introduction
Nestle Co.'s Refrigerated Foods Division has very
successfully launched its Contadina brand pasta and
sauces. The new product has achieved nearly $100
million in sales in three years. The division is now
considering an extension into the pizza line. This

V. Kasturi
Rangan ; Marie
Bell

B case
available
TN available

Case Time Frame

Start: 1990 Case
Time Frame End:
1990

G.D. Searle &

Co.: Equal LowCalorie
Sweetener (A)
Darrel G. Clarke

HBS
23p
Product
Number:
9-585-010
B case
available

Chicago, IL
Industry Setting:
food Case Time
Frame Start: 1982
Case Time Frame
End: 1983

General Mills,
Inc.: Yoplait
Custard-Style
Yogurt (A)
John A. Quelch ;
John L. Teopaco

HBS
18p
Product
Number:
9-586-087
TN available

United States
Industry Setting:
grocery products
Company Size:
Fortune 500 Gross
Revenue: $4
billion revenues
Case Time Frame
Start: 1980 Case
Time Frame End:
1980

Chapter 6: Data Collection: Secondary Data

Researching and
HBS
N/A
Monitoring
10p
Consumer
Product
Markets
Number:
(HBS Note)
9-592-088
Robert J. Dolan

Chevron Corp.:
Corporate Image
Advertising
John A. Quelch

HBS
18p
Product
Number:
9-591-005
TN available

Clark Material
Handling GroupOverseas:

HBS
21p
Product

United States
Industry Setting:
petroleum
Company Size:
Fortune 500 Gross
Revenue: $32
billion revenues
Case Time Frame
Start: 1989 Case
Time Frame End:
1989
Brazil Industry
Setting: industrial
machinery

case provides a detailed look at the use of simulated

test markets to forecast a new product's potential.
Teaching Purpose: Intended to provide students with
an in-depth understanding of new product
forecasting in consumer packaged goods. Also raises
the understanding of marketing research in pasta and
pizza launch commercials.
Subjects: Brands; Consumer marketing; Food;
Market research; New product marketing
Equal low calorie sweetener was held up eight years
awaiting FDA approval. When finally approved it
had a great cost disadvantage over existing
competition. Pricing and advertising policy and the
source of business were critical issues in planning
the introduction. A BehaviorScan test was begun to
obtain this information. Five months into the twelvemonth test the product manager wants to introduce
the product.
Subjects: Advertising; Consumer behavior;
Economic analysis; Food; New product marketing;
Pricing; Test markets
Yoplait's director of new product development is
evaluating alternative line extensions including
custard-style Yoplait. He must determine what
additional research to recommend. Options include a
mini-market test, a simulated test market and a fullyfledged test market.
Subjects: Consumer marketing; Food; Market
research; Product development; Product
management; Test markets

Describes the major research techniques for

consumer goods new product development, i.e. pretest markets and electronic purchase monitoring.
Provides students with information on availability
and utility of these services.
Subjects: Consumer goods; Market research; New
product marketing; Product development; Product
introduction; Test markets
Describes a series of advertising research studies
conducted by Chevron to monitor the effectiveness
of its corporate advertising. Specific research
approaches covered include the McCollum-Spielman
and Communications Techniques. The Vals
Typology developed by Stanford Research Institute
is used in specifying target markets.
Subjects: Advertising; Market research; Petroleum;
Polls & surveys

Assumes some knowledge of conjoint analysis.

Permits analysis of basic results and dynamic market
simulations in one class session.

Brazilian Product
Strategy (A&B)
(Condensed)
Robert J. Dolan

Number:
9-590-081

Zenith:
Marketing
Research for
High Definition
Television
(HDTV)
Fareena Sultan

HBS
22p
Product
Number:
9-591-025
TN available

Marsh
Supermarkets,
Inc. (A): The
Marsh Super
Study
Raymond R.
Burke

HBS
21p
Product
Number:
9-594-042
Supplement
available

Indianapolis, IN
Industry Setting:
grocery retailing
Company Size:
large Gross
Revenue: $1
billion revenues
Case Time Frame
Start: 1991 Case
Time Frame End:
1991

G & R Felpausch
Co.: Creating
Value Through
Scanner Data

HBS
11p
Product
Number:

Michigan Industry
Setting:
supermarket Gross
Revenue: $200

Company Size:
Fortune 500 Gross
Revenue: $600
million revenues
Case Time Frame
Start: 1979 Case
Time Frame End:
1979
United States
Industry Setting:
television
Company Size:
Fortune 500 Case
Time Frame
Start: 1990 Case
Time Frame End:
1990

Subjects: Market research; Pricing strategy; Product

lines; Product planning & policy; South America;
Tradeoff analysis

Managers at Zenith must decide what marketing

research, if any, needs to be done now in order to
assess market potential and consumer preference for
a technological innovation, high definition television
(HDTV) that is yet to be introduced. The case
describes various marketing research options
available to Zenith in August 1990. In particular
managers have to decide whether to conduct a study
to examine consumer preferences for the wider
screen format of HDTV. They also need to forecast
HDTV demand from 1992-2000 under pessimistic,
most likely and optimistic scenarios that have to be
defined. Can be used to expose students in an
introductory marketing management course to
various marketing research methods available to
assess consumer preferences for new products and
innovations. In particular it exposes students to
conjoint analysis' methodology. Also allows
students an opportunity to assess the situation facing
Zenith and explore forecasting marketing potential
via scenario analysis.
Subjects: Forecasting; High technology products;
Innovation; Market research; Product introduction
In response to recent trends in grocery retailing,
Marsh Supermarkets has completed an intensive 65week study of the activity at 5 superstores in the
midwest United States. The study tracked the sales
(through scanner data), profits, space, and
promotion dynamics of the entire store: dry grocery,
general merchandise, health and beauty care, and
perishables. (These data are provided in the case
exhibits.) Management hoped the study would
provide insights on how and why products sell,
identify product categories of greatest strategic
importance, spot inefficiencies in store operations,
and identify customer segments. Teaching Purpose:
Provides a detailed view of the operations and
economics of a supermarket at the product category
level. Students must consider how to deliver
consistent, superior value to consumers by analyzing
their behavior and deciding how to select, price,
promote, and merchandise products.
Subjects: Consumer behavior; Market research;
Retailing; Sales promotions; Supermarkets
Describes the technological, strategic, and
organizational challenges faced by an 18-store
supermarket chain preparing to use Describes the
technological, strategic, and organizational

James L.
McKenney ;
William T.
Schiano

9-196-090

million revenues
Number of
Employees: 2,000
Case Time Frame
Start: 1995 Case
Time Frame End:
1995

PlanetFeedback:
The Voice of
One...The Power
of Many (A)
James L. Heskett

HBS
24p
Product
Number:
9-901-051

Ohio Industry
Setting: Internet
Number of
Employees: 50
Case Time Frame
Start: 2000 Case
Time Frame End:
2000

Chapter 7: Data Collection: Primary Data

Researching and
HBS
N/A
Monitoring
10p
Consumer
Product
Markets
Number:
(HBS Note)
9-592-088
Robert J. Dolan

Questionnaire
Design and
Development
(HBS Note)
Alvin J. Silk

HBS
16p
Product
Number:
9-590-015

N/A

Blue Mountain
Resorts: The
Night Skiing
Decision,
Teaching Note
Terry H.
Deutscher

Ivey/UWO
20p
Product
Number:
83A025
TN available
(includes
survey data)

Ontario, Canada.
Industry Setting:
amusement and
recreation services
Company Size:
small Case Time
Frame Start: 1979
Case Time Frame

challenges faced by an 18-store supermarket chain

preparing to use point-of-sale scanner data to
enhance its marketing and operations. Facing
intensifying competition from mass merchandisers
and wholesale clubs, Felpausch plans to use
information systems to improve its effectiveness.
Teaching Purpose: Emphasizes the role of IS in
marketing and the complexity of systems
implementation.
Subjects: Advertising strategy; Consumer
marketing; Information systems; Strategic market
planning; Supermarkets
The management of PlanetFeedback, in proposing
the merger with Intelliseek to create a comprehensive
C2B and B2B business focused on the generation
and analysis for business clients of consumer
feedback data via the Internet, has been admonished
by its board of directors to decide between two basic
business strategies. It must decide which of the two
strategies--corporate customer service and market
analysis support or information generation and
analysis--to pursue. Teaching Purpose: To encourage
examination of business strategies centered around
the Internet in an environment presenting too many
opportunities with an attendant threat to focus.
Covers a little known segment of the Internet,
businesses based on C2B strategies of importance to
marketers.
Subjects: Business to business; Corporate
governance; Entrepreneurial management; Internet;
Internet marketing; Mergers & acquisitions

Describes the major research techniques for

consumer goods new product development, i.e. pretest markets and electronic purchase monitoring.
Provides students with information on availability
and utility of these services.
Subjects: Consumer goods; Market research; New
product marketing; Product development; Product
introduction; Test markets
An introduction to the design of questionnaires
administered in surveys undertaken in management
and social science research. Outlines a multistep
process for developing a questionnaire.
Subjects: Market research; Polls & surveys; Public
opinion
A large Ontario ski resort faces a decision about
whether to invest in facilities for night skiing.
Demand is very uncertain, so the management
undertakes a market research study. Day skiers at the
facility are surveyed about their potential interest
during the months of February and March. The
resort's management is suspicious about the validity
of the results of the research, but has no time to

End: 1979

The Coop:
Market Research
Ruth Bolton ;
Youngme Moon

HBS
14p
Product
Number:
9-599-113

Dewar's (A):
Brand
Repositioning in
the 1990s
Alvin J. Silk ;
Lisa R. Klein

HBS
29p
Product
Number:
9-596-076
Supplements
available

Chevron Corp.:
Corporate Image
Advertising
John A. Quelch

HBS
18p
Product
Number:
9-591-005
TN available

Juice Guys (A)

Joseph B.
Lassiter III;
Sharon Fox ;
Cindy Rushmore

HBS
27p
Product
Number:
9-800-122
Supplement
available

WebSpective

HBS

United States
Industry Setting:
quick service
restaurant Gross
Revenue: $58.9
million revenues
Case Time Frame
Start: 1995 Case
Time Frame End:
1995
United States
Industry Setting:
distilled spirits
Gross Revenue:
$195 million
revenues Number
of Employees: 400
Case Time Frame
Start: 1993 Case
Time Frame End:
1995

United States
Industry Setting:
petroleum
Company Size:
Fortune 500 Gross
Revenue: $32
billion revenues
Case Time Frame
Start: 1989 Case
Time Frame End:
1989
United States
Industry Setting:
food & beverage
Gross Revenue:
$227,000 revenues
Number of
Employees: 10
Case Time Frame
Start: 1999 Case
Time Frame End:
1999
Massachusetts

collect further data.

Subjects: Canada; Demand analysis; Market
research; Recreation
Daryl Buckmeister, CEO of The Chicken Coop, must
decide whether to invest in market research, how
much money to spend, and which programs to fund.
His two vice presidents (of quality and marketing)
have presented very different proposals. Teaching
Purpose: Fosters discussion of principles underlying
decisions about market research.
Subjects: Fast food industry; Market research;
Restaurants
Dewar's, a major brand of Scotch whisky, produced
by United Distillers of the U.K., and the U.S. leader
in the Scotch category with a 15% market share,
faced a declining market among traditional
consumers of distilled spirits. Given the growing
societal, legal, and regulatory opposition to drinking
in the U.S., the marketing options were limited. In
addition, drinking preferences had shifted away from
distilled spirits to lighter, lower alcohol beverages
like wine, wine coolers, and beer. In early 1993,
Dewar's U.S. importer, Schieffelin and Somerset, in
cooperation with the brand's longstanding
advertising agency, Leo Burnett, began to explore
the opportunities for repositioning Dewar's. The
issue is how to update the brand's image to attract
younger consumers. The brand manager must plan
the strategy for a repositioning campaign for the
brand. Subjects: Advertising campaigns; Beverages;
Brands; Consumer marketing; Marketing
management; Marketing strategy
Describes a series of advertising research studies
conducted by Chevron to monitor the effectiveness
of its corporate advertising. Specific research
approaches covered include the McCollum-Spielman
and Communications Techniques. The Vals
Typology developed by Stanford Research Institute
is used in specifying target markets.
Subjects: Advertising; Market research; Petroleum;
Polls & surveys

Asks, who are the customers for a new beverage

product, what are their desires as customers for this
product, and what are their desires when ordering
this product from a local specialty store location?
Teaching Purpose: Used to teach students how to
gather and analyze customer interview data.
Subjects: Beverages; Entrepreneurship; Market
research; Market selection; Marketing management;
Product planning & policy; Product positioning

Describes the situation at WebSpective, a software

Software, Inc.
Michael J.
Roberts ; Joseph
B. Lassiter III;
John Gourville ;
Sun Ming Wong

28p
Product
Number:
9-800-136

Industry Setting:
web software
Gross Revenue:
$1 million
revenues Number
of Employees: 40
Case Time Frame
Start: 1997 Case
Time Frame End:
1998

Exploring BrandPerson
Relationships:
Three Life
Histories
(Condensed)
Susan Fournier

HBS
18p
Product
Number:
9-597-091
TN available

N/A

PlanetFeedback:
The Voice of
One...The Power
of Many (A)
James L. Heskett

HBS
24p
Product
Number:
9-901-051

Ohio Industry
Setting: Internet
Number of
Employees: 50
Case Time Frame
Start: 2000 Case
Time Frame End:
2000

Chapter 8: Data-Collection Forms

Questionnaire
HBS
N/A
Design and
background
Development
note
Alvin J. Silk
16p
Product
Number:
9-590-015

company that develops products to help companies

manage the network of servers that support their
websites. Describes the use of "concept engineering"
tools to interview customers, determine their needs
and the resulting product requirements, and prioritize
these requirements as the basis for a product and
marketing strategy. Teaching Purpose: Expose
students to concept engineering for customer
interviewing and product development.
Subjects: Market research; Marketing management;
Product development; Software; World Wide Web
The idea that "relationships" exist between
consumers and products has implicitly occupied a
central place in brand marketing thought and
practice. Now as relational (one-on-one) marketing is
said to be replacing transactional (mass) marketing
as the dominant paradigm of the field, explicit
theoretical development of these ideas becomes
critical. This case presents detailed qualitative data
on three women (gathered from interviews) and their
relationships with brands. Teaching Purpose:
Intended to reveal the deep connections consumers
may form with brands across product categories,
providing new insights into phenomena such as
brand loyalty and brand equity that will inform brand
management practice.
Subjects: Brands; Consumer behavior; Consumer
marketing; Customer relations
The management of PlanetFeedback, in proposing
the merger with Intelliseek to create a comprehensive
C2B and B2B business focused on the generation
and analysis for business clients of consumer
feedback data via the Internet, has been admonished
by its board of directors to decide between two basic
business strategies. It must decide which of the two
strategies--corporate customer service and market
analysis support or information generation and
analysis--to pursue. Teaching Purpose: To encourage
examination of business strategies centered around
the Internet in an environment presenting too many
opportunities with an attendant threat to focus.
Covers a little known segment of the Internet,
businesses based on C2B strategies of importance to
marketers.
Subjects: Business to business; Corporate
governance; Entrepreneurial management; Internet;
Internet marketing; Mergers & acquisitions

An introduction to the design of questionnaires

administered in surveys undertaken in management
and social science research. Outlines a multistep
process for developing a questionnaire.
Subjects: Market research; Polls & surveys; Public
opinion

Chapter 9: Attitude Measurement

N/A
Chapter 10: Sampling Procedures
Note on
HBS
N/A
Stratified
10p
Sampling Design Product
Alvin J. Silk
Number:
9-594-093

Blue Mountain
Resorts: The
Night Skiing
Decision,
Teaching Note
Terry H.
Deutscher

Ivey/UWO
20p
Product
Number:
83A025
TN available
(includes
survey data)

Ontario, Canada.
Industry Setting:
amusement and
recreation services
Company Size:
small Case Time
Frame Start: 1979
Case Time Frame
End: 1979

Summarizes sampling theory relevant to addressing

three issues that arise in designing a stratified
random sample: 1) optimal allocation of the sample
across a set of strata, 2) definition of boundaries for
the strata, and 3) choice of the number of strata to
employ. Teaching Purpose: Intended to supplement
discussions of stratified sampling found in texts on
survey and marketing research and to assist students
in carrying out an exercise in sampling design.
Subjects: Market research; Polls & surveys;
Sampling
A large Ontario ski resort faces a decision about
whether to invest in facilities for night skiing.
Demand is very uncertain, so the management
undertakes a market research study. Day skiers at the
facility are surveyed about their potential interest
during the months of February and March. The
resort's management is suspicious about the validity
of the results of the research, but has no time to
collect further data.
Subjects: Canada; Demand analysis; Market
research; Recreation

Chapter 11: Sample Size

N/A
Chapter 12: Collecting the Data:
Field Procedures and Non-Sampling Errors
N/A
Chapter 13: Data Analysis: Preliminary Steps
N/A
Chapter 14: Data Analysis: Basic Questions
Hong Kong, China
Sa Sa Cosmetics
HBS
David E. Bell ;
31p
Industry Setting:
retail Gross
Iris T. Li
Product
Revenue: $185
Number:
9-502-085
million revenues
Number of
Employees: 1,500
Case Time Frame
Start: 1978 Case
Time Frame End:
2001
HBS
Indianapolis, IN
Marsh
21p
Supermarkets,
Industry Setting:
Inc. (A): The
grocery retailing
Product
Marsh Super
Number:
Company Size:
Study
9-594-042
large Gross

Sa Sa Cosmetics has had spectacular success as a

low-price retailer of branded cosmetics. But recently,
growth has slackened. What are the causes? This
case describes recent strategic initiatives and
provides market research data to aid the students in
diagnosis. Teaching Purpose: Retail strategy.
Analysis of market research data.

In response to recent trends in grocery retailing,

Marsh Supermarkets has completed an intensive 65week study of the activity at 5 superstores in the
midwest United States. The study tracked the sales,
profits, space, and promotion dynamics of the entire

Raymond R.
Burke

Supplement
available

Revenue: $1
billion revenues
Case Time Frame
Start: 1991 Case
Time Frame End:
1991

Blue Mountain
Resorts: The
Night Skiing
Decision,
Teaching Note
Terry H.
Deutscher

Ivey/UWO
20p
Product
Number:
83A025
TN available
(includes
survey data)

Ontario, Canada.
Industry Setting:
amusement and
recreation services
Company Size:
small Case Time
Frame Start: 1979
Case Time Frame
End: 1979

Johnson Wax:
Enhance (A)
Darrel G. Clarke

HBS

Midwest Industry
Setting: health and
beauty aids
Company Size:
large Case Time
Frame Start: 1979
Case Time Frame
End: 1980

B case
available
TN available

Chapter 15: Examination of Differences

N/A
Chapter 16: Data Analysis:
Investigation of Association
Forecasting with
HBS
N/A
Regression
19p
Analysis
Product
(HBS
Number:
Background
9-894-007
Note)
Arthur Schleifer
Jr.
Nopane
HBS
N/A
Advertising
4p
Strategy
Product
David E. Bell
Number:
9-893-005

store: dry grocery, general merchandise, health and

beauty care, and perishables. (These data are
provided in the case exhibits.) Management hoped
the study would provide insights on how and why
products sell, identify product categories of greatest
strategic importance, and spot inefficiencies in store
operations. Teaching Purpose: Provides a detailed
view of the operations and economics of a
supermarket at the product category level. Students
must consider how to deliver consistent, superior
value to consumers by analyzing their behavior and
deciding how to select, price, promote, and
merchandise products.
Subjects: Consumer behavior; Market research;
Retailing; Sales promotions; Supermarkets
A large Ontario ski resort faces a decision about
whether to invest in facilities for night skiing.
Demand is very uncertain, so the management
undertakes a market research study. Day skiers at the
facility are surveyed about their potential interest
during the months of February and March. The
resort's management is suspicious about the validity
of the results of the research, but has no time to
collect further data.
Subjects: Canada; Demand analysis; Market
research; Recreation
Johnson Wax has produced a new hair conditioner
for problem hair. Before committing themselves to
test market, they analyze the new product using a
field based, pretest-market procedure called
ASSESSOR. The testing reveals product positioning,
advertising, and promotion insights which are
important in the repositioning of the product.
Subjects: Consumer goods; Market research; New
product marketing; Product development; Product
positioning; Test markets

Introduces students to regression analysis and its

use in forecasting, including probabilistic
forecasting. Teaching Purpose: Use of regression in
one of its most important roles. Relating probabilistic
forecasts based on past data to decision analysis.
Subjects: Forecasting; Regression analysis;
Statistical analysis
Nopane is a proprietary drug that sells in much of the
United States. It faces substantial competition. The
brand manager is undertaking an experiment to
determine whether ad copy should be emotionalbased or rational-based. The data and associated
regression results are included. Useful for an

Pilgrim Bank
(A): Customer
Profitability
Frances X. Frei ;
Dennis Campbell

HBS
8p
Product
Number:
9-602-104
Supplements
available

United States
Industry Setting:
Financial services
Case Time Frame
Start: 2001 Case
Time Frame End:
2001

Edgar J. Scherick
Associates
George Wu ;
Cynthia Wachtell

HBS
10p
Product
Number:
9-894-001

California
Industry Setting:
entertainment
Number of
Employees: 10
Case Time Frame
Start: 1993 Case
Time Frame End:
1993

Conjoint
Analysis: A
Manager's Guide
Robert J. Dolan

HBS
14p
Product
Number:
9-590-059

N/A

Omnitel Pronto
Italia
Rajiv Lal ; CarinIsabel Knoop ;
Suma Raju

HBS
24p
Product
Number:
9-501-002

Italy Industry
Setting:
telecommunication
s Gross Revenue:
$400 million
revenues Number
of Employees: 572
Case Time Frame
Start: 1996 Case

introductory course on statistics, market research, or

regression analysis.
Subjects: Advertising; Consumer goods; Market
research; Pharmaceuticals; Regression analysis
Analyzes customer profitability in a retail banking
setting. Puts students in the position of a recently
hired analyst who has data on a sample of customer
and who must make recommendations about the
entire customer base regarding the effect of online
banking on customer profitability. The data consist
of customer-level information on demographics,
online channel use, and profitability. Taught over
three sections of an optional module on data analysis
in the second-year elective on managing service
operations. Tailored to teach how specific analytic
techniques can be used to address widely varying
managerial challenges. Teaching Purpose: 1) To
communicate research findings in the area of
customer profitability analysis; 2) to provide a
compelling context for students to learn sampling
and estimation, hypothesis testing, OLS and logistic
regression, and predictive modeling; and 3) to
expose students to the extent and causes of variation
in customer profitability and the challenges and
benefits associated with calculating customer-level
profitability. A rewritten version of an earlier case.
Subjects: Banking; Distribution channels;
Profitability; Regression analysis; Sampling
Edgar Scherick, a leading television movie producer,
must determine whether fact-based movies garner
higher Nielsen ratings than fictional movies.
Scherick has data for all 1992 TV movies broadcast
on major networks. Ultimately, Scherick must decide
whether it is worthwhile to pay for the option for the
rights to fact-based movies. Teaching Purpose:
Regression is used to determine the relative ratings
of different types of TV movies. The benefit of
regression is further emphasized by the explicit
decision-making context.
Subjects: Decision making; Entertainment industry;
Forecasting; Regression analysis
Presents a non-technical description of the conjoint
analysis methodology. Discusses the process by
which such a study is done and cites areas of
application.
Subjects: Market analysis; Market research; Product
introduction; Sales forecasting
Describes the situation faced by Omnitel soon after
launching its mobile telecommunication services in
Italy in December 1995. Competing against the
Italian monopoly, TIM, Omnitel had positioned its
services to be better on the quality dimension.
However, sales were significantly below
expectations. In order to develop a new strategy,
Omnitel conducted extensive marketing research.
This research identified the varying needs of

Time Frame End:

1996

Quality Kitchens
Meat Loaf Mix
(A)
Charles P. Bonini

Stanford
4p
Product
Number:
DS84A
B case
available

Western United
States Industry
Setting: food

Chapter 17: Multivariate Data Analysis

Omnitel Pronto
HBS
Italy Industry
Italia
24p
Setting:
Rajiv Lal ; Carin- Product
telecommunication
Isabel Knoop ;
s Gross Revenue:
Number:
9-501-002
Suma Raju
$400 million
revenues Number
of Employees: 572
Case Time Frame
Start: 1996 Case
Time Frame End:
1996

Johnson Wax:
Enhance (A)
Darrel G. Clarke

HBS
29p
Product
Number:
9-583-046
B case
available
TN available

Perceptual
Mapping: A
Manager's Guide
Robert J. Dolan

HBS
11p
Product
Number:

Midwest Industry
Setting: health and
beauty aids
Company Size:
large Case Time
Frame Start: 1979
Case Time Frame
End: 1980

different customer segments. Omnitel now had to

decide whether to attack a new segment with a new
service plan, "LIBERO," to improve on past
performance. Teaching Purpose: To demonstrate
how marketing helps create value by developing a
product that satisfies the needs of the customer.
Appropriate for a first year marketing course.
Subjects: Global Research Group; Italy; Market
research; Market segmentation; Market selection;
Marketing strategy; Telecommunications
Also: conjoint analysis.
Quality Kitchens is a meat loaf mix marketed in the
western United States. A new brand manager must
come up with a marketing plan for the product.
Historical data on past sales, advertising, promotion,
and economic conditions is available. Preliminary
regression analyses also have been done. May be
used with Quality Kitchens Meat Loaf Mix (B).
Subjects: Advertising; Food; Market research;
Marketing planning; Regression analysis

Describes the situation faced by Omnitel soon after

launching its mobile telecommunication services in
Italy in December 1995. Competing against the
Italian monopoly, TIM, Omnitel had positioned its
services to be better on the quality dimension.
However, sales were significantly below
expectations. In order to develop a new strategy,
Omnitel conducted extensive marketing research.
This research identified the varying needs of
different customer segments. Omnitel now had to
decide whether to attack a new segment with a new
service plan, "LIBERO," to improve on past
performance. Teaching Purpose: To demonstrate
how marketing helps create value by developing a
product that satisfies the needs of the customer.
Appropriate for a first year marketing course.
Subjects: Global Research Group; Italy; Market
research; Market segmentation; Market selection;
Marketing strategy; Telecommunications
Also: cluster analysis.
Johnson Wax has produced a new hair conditioner
for problem hair. Before committing themselves to
test market, they analyze the new product using a
field based, pretest-market procedure called
ASSESSOR. The testing reveals product positioning,
advertising, and promotion insights which are
important in the repositioning of the product.
Subjects: Consumer goods; Market research; New
product marketing; Product development; Product
positioning; Test markets
Describes the perceptual mapping technique in a
non-technical fashion. The procedure is useful for
the depiction of the structure of the market.
Discusses alternative methods, presents examples of

9-590-121

Chapter 18: The Research Report

N/A

each, and shows how the maps can be used in

marketing decision making.
Subjects: Decision making; Market research