Harvard Business School Publishing Case Map

Harvard Business School Publishing Case Map forChurchill/Iacobucci

MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 8/eSouth-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 ourweb site at www.hbsp.harvard.edu and use the searching functions.

Case Title,Authors

Institution,Length,HBSPProductNumber,Supplements,TeachingNote (TN)availability

Geographical andIndustry Setting,Company Size,Time Frame

Abstract/Subjects

Chapter 1:Marketing Research: A Pervasive ActivityBizRate.comYoungme Moon

HBS22pProductNumber:9-501-024TN available

CaliforniaIndustry Setting:Internet GrossRevenue: $10million revenuesNumber ofEmployees: 200Case Time FrameStart: 2000 CaseTime Frame End:2000

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailingmerchants. It then makes its findings available toconsumers in the form of "BizRate star ratings,"which are displayed on its website. To date, itsprimary revenue source has come directly from thismarket research (the company sells detailedcustomer feedback analysis reports to vendors). InOctober 1999 (Red October), BizRate introduced anumber of e-commerce initiatives that were verysuccessful. This has led to a debate over whetherBizRate should dump the research side of itsbusiness in order to focus on becoming an e-commerce referral site. Teaching Purpose: Toexplore concepts of consumer trust and merchantcredibility; to examine the various roles a researchand information intermediary can play in thecustomer relationship-building process; and finally,to examine the potential of database marketing in thenew economy. Subjects: Direct marketing;Electronic commerce; Internet marketing; Marketresearch

Zenith:MarketingResearch forHigh DefinitionTelevision(HDTV)Fareena Sultan

HBS22pProductNumber: 9-591-025TN available

United StatesIndustry Setting:televisionCompany Size:Fortune 500 CaseTime FrameStart: 1990 CaseTime Frame End:1990

Managers at Zenith must decide what marketingresearch, if any, needs to be done now in order toassess market potential and consumer preference fora technological innovation, high definition television(HDTV) that is yet to be introduced. The casedescribes various marketing research optionsavailable to Zenith in August 1990. In particularmanagers have to decide whether to conduct a studyto examine consumer preferences for the widerscreen format of HDTV. They also need to forecastHDTV demand from 1992-2000 under pessimistic,most likely and optimistic scenarios that have to be

defined. Can be used to expose students in anintroductory marketing management course tovarious marketing research methods available toassess consumer preferences for new products andinnovations. In particular it exposes students toconjoint analysis' methodology. Also allows studentsan opportunity to assess the situation facing Zenithand explore forecasting marketing potential viascenario analysis.Subjects: Forecasting; High technology products;Innovation; Market research; Product introduction

Suave (C)Mark S. Albion


United StatesIndustry Setting:shampooCompany Size:mid-size GrossRevenue: $330million sales CaseTime FrameStart: 1984 CaseTime Frame End:1984

Promotes discussion on advertising budgeting andmedia mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various typesof market research into consumer behavior and thecompetition context. The importance of retailers andshelf space is emphasized, and the entire marketingbudget is examined.Subjects: Advertising; Advertising strategy;Consumer behavior; Consumer goods; Marketanalysis; Market research; Marketing mixes

Introducing NewCokeSusan Fournier

HBS36pProductNumber:9-500-067

United StatesIndustry Setting:beverages CaseTime FrameStart: 1985 CaseTime Frame End:1985

On April 23, 1985 the Coca-Cola Co. announced adecision that would rock the world. The old Cokeformula would be taken off the market and replacedwith a smoother, sweeter taste. The reaction of theAmerican people was immediate and violent, causingthree months of unrelenting protest against the lossof Coke. Was the marketing research at fault? Thelaunch strategy? Or did Coke "just not get it"? Thiscase explores marketing's most famous publicdisaster to reveal deep lessons about managing thebrand. Teaching Purpose: To probe reasons for thefailure of new Coke so as to inform more sensitivebrand management practice. Can be used tostimulate discussion about certain market researchmethodologies at the start or the end of a course.Subjects: Boycotts; Brand equity; Brandmanagement; Consumer behavior; Marketingmanagement

Mary KayCosmetics: AsianMarket EntryJohn A. Quelch ;Nathalie Laidler


Japan/ChinaIndustry Setting:cosmeticsCompany Size:large GrossRevenue: $800million revenuesCase Time FrameStart: 1993 CaseTime Frame End:1993

Executives at Mary Kay Cosmetics are renewingopportunities to enter the Japanese and/or Chinesemarkets. The comparative opportunities must beassessed and guidelines for entry strategies must bedetermined.Subjects: China; Cosmetics; Internationalmarketing; Japan; Market entry; Market research;Marketing strategy

Chapter 2:Alternative Approaches to Marketing IntelligenceHarrah'sEntertainment,Inc.

HBS27pProduct

Las Vegas, NEIndustry Setting:casino Gross

Describes a situation facing Philip Satre, chairmanand CEO of Harrah's Entertainment, Inc. Satre wasreading a May 2000 Wall Street Journal story that

Rajiv Lal ;Patricia MartoneCarrolo

Number:9-502-011

Revenue: $3billion revenuesCase Time FrameStart: 2000 CaseTime Frame End:2000

discussed the company's marketing success intargeting low rollers, the 100% growth in stock priceand profits in the year to December 1999, and therevenue growth of 50%, which significantlyoutpaced the industry. The exciting articles arousedSatre's desire to know more about the activities of histhen COO, Gary Loveman, and his team of"propeller heads" with respect to their databasemarketing efforts and the Total Reward Program.Satre was interested in two questions: He wanted toknow how much these marketing efforts hadcontributed to Harrah's overall performance andwhether these marketing results were a one-shotevent or could be achieved year after year, especiallyas the competition introduced similar programs.Teaching Purpose: Assessing the short-term andlong-term benefits of database marketing and loyaltyprograms. Subjects: Customer relations; Data bases;Entertainment industry; Loyalty; Servicemanagement

DoubleClick andInternet PrivacyDavid P. Baron

Stanford GSB11pProductNumber:P32

United States.Industry:Media/Internet andonline contentproviders GrossRevenue: $505.6million revenuesNumber ofEmployees: 1,929Case Time FrameStart: 2000 CaseTime Frame End:2000

In February 2000, USA Today disclosedDoubleClick's plan to merge its anonymous onlinedata with Abacus Direct's database. DoubleClick, theindustry leader in Internet advertising services,quickly suspended its plan. The company trackedweb activity on its DoubleClick network of 1,500web sites and placed banner advertisements on11,000 sites. The information it collected wasidentified only by an ID number assigned to a cookiedeposited on the user's computer by the banneradvertisements. DoubleClick's DART softwaretechnology processed the anonymous information togenerate user profiles used to tailor advertisementsfor web sites. Abacus Direct was the leader incollecting information from catalog purchases andusing that data to target advertising and catalogconfigurations to consumers. Abacus had five-yearbuying profiles on 88 million households. As theprivacy firestorm erupted over the merger of the dataon offline purchasing with information gleaned fromthe browsing of Internet users, DoubleClick saw its$1.7 billion strategic investment in Abacus dissolve.In the aftermath, DoubleClick faced the problems ofdeveloping a strategy for regaining public confidenceand for the collection and use of information goingforward. This case discusses Internet privacy, self-regulation, privacy activists, and actions by the U.S.government and the European Union. Subjects:Activists; Information management; Internetmarketing; Legislation

AvalonInformationServices, Inc.Lynn SharpPaine ; Wilda L.White


United StatesIndustry Setting:informationservices GrossRevenue: $200million revenues

The Privacy Review Committee of AvalonInformation Services must decide how to deal withconcerns voiced by its retail supermarket customersabout the privacy of consumer data collected throughAvalon's point-of-sale data collection program. Onecustomer is proposing that Avalon adopt a system

Number ofEmployees: 200Case Time FrameStart: 1992 CaseTime Frame End:1992

requiring consumers to affirmatively consent toparticipate in the program in place of the "opt-out"system used to date. Teaching Purpose: Intended todevelop understanding of the privacy issues raisedby new information technologies and to illustrate oneorganizations's approach to addressing these issues.Subjects: Direct marketing; Ethics; Informationservices; Market research; Online informationservices

The Coop:Market ResearchRuth Bolton ;Youngme Moon


United StatesIndustry Setting:quick servicerestaurant GrossRevenue: $58.9million revenuesCase Time FrameStart: 1995 CaseTime Frame End:1995

Daryl Buckmeister, CEO of The Chicken Coop, mustdecide whether to invest in market research, howmuch money to spend, and which programs to fund.His two vice presidents (of quality and marketing)have presented very different proposals. TeachingPurpose: Fosters discussion of principles underlyingdecisions about market research.Subjects: Fast food industry; Market research;Restaurants

Exploring Brand-PersonRelationships:Three LifeHistories(Condensed)Susan Fournier


N/A The idea that "relationships" exist betweenconsumers and products has implicitly occupied acentral place in brand marketing thought andpractice. Now as relational (one-on-one) marketing issaid to be replacing transactional (mass) marketingas the dominant paradigm of the field, explicittheoretical development of these ideas becomescritical. This case presents detailed qualitative dataon three women (gathered from interviews) and theirrelationships with brands. Teaching Purpose:Intended to reveal the deep connections consumersmay form with brands across product categories,providing new insights into phenomena such asbrand loyalty and brand equity that will inform brandmanagement practice.Subjects: Brands; Consumer behavior; Consumermarketing; Customer relations

Chapter 3:The Research Process and Problem FormulationDell Computer:Inspiron ProductDevelopmentJacquelyn S.Thomas ;MichaelRosenstein

Stanford GBS22pProductNumber:M293

United StatesIndustry Setting:computersCompany Size:Fortune 500 GrossRevenue: $12billion revenuesCase Time FrameStart: 1997 CaseTime Frame End:1998

Describes the organizational, strategic, and tacticalchallenges that Dell Computer faces as it develops anew laptop computer that is targeted at home andsmall business users. Portrays the challenges that thefirm faces as it attempts to manage its customerportfolio as well as its product line profitability.Presents data on the trade-offs that the productdevelopers must make with regard to the weight,price, and hardware specifications of the potentialnew product. A unit within Dell, called the Centerfor Competence, plays a key role in the designpositioning and pricing for the product line. In manyrespects this unit represents the voice of the customerin 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 isintroduced, how should it be configured? and 3) Howshould the product be priced? Teaching Purpose: 1)

The challenges of structuring and operating anorganization that has both a strong productdevelopment focus and a customer managementorientation. 2) Issues regarding customer acquisitionand product line management.Subjects: Computer industry; Customer relations;Direct marketing; Marketing strategy; Productdevelopment; Product portfolio management





Chapter 4: Research DesignConcept Testing(HBS Note)Robert J. Dolan


N/A Describes concept testing products. Presentsguidelines for effective design, execution, andinterpretation of test procedures. Discusseslimitations of these techniques and sets out thesituations for which they are appropriate.Subjects: Market analysis; Market research; Models;Product introduction; Sales forecasting

Bank ofAmerica: AnExploratoryStudy of theWomen's MarketAdrian B. RyansRanie Bangalore

Stanford GSB30pProductNumber:M213

CaliforniaIndustry Setting:banking1970s

Illustrates the use of "focus group discussion" as anexploratory marketing research technique. Themarketing research division of Bank of America ishelping its California division launch an advertisingcampaign aimed at the women's market. Essentially,a transcript of a discussion by one of the focusgroups selected for the purpose. Students are askedto examine critically the role of the moderator and toevaluate the information value of the technique.Subjects: Advertising; Advertising campaigns;Market research; Market segmentation; Women

Terry's Group:DesigningNoveltyChocolatesJohn A. Quelch ;Margaret Bruce

DesignMgt.Institute14pProductNumber:DMI003SupplementavailableTN available

U.K.,confectionery,1990s

Focuses on the development and market launch of anew FMCG product (a chocolate bar). The productwas innovative and positioned in the niche market ofindulgent countlines. Pricing and market strategy forthe product are highlighted. Focus groups were heldwith consumers after market launch, as the marketacceptance of the product was lower than initiallyplanned. Focuses on a strategy to increase marketacceptance.Subjects: Brands; Food; Market research; Marketingstrategy; New product marketing; Pricing; Productdevelopment

CompaqComputer: FocusGroups 1 and 2,Video TranscriptCompaqComputer

HBS19pProductNumber:9-599-122Case videoavailable:

N/A Presents the transcript of two actual focus groups,with verbatim customer comments and critiques of anew product design that Compaq is developing.Teaching Purpose: To show the students themaddening quality of focus groups but also theirpower and the need to use them carefully.Subjects: Computer industry; Focus groups; High

ProductNumber9-599-503

technology; Market research; Marketingmanagement; Product development; Researchmethodology; Retailing

Procter &Gamble Canada:DevelopingScopeAdvertisingCopyJohn S. Hulland ;Ken Mark

IveySchool/UWO16pProductNumber:98A030

Canada IndustrySetting: consumerproducts CompanySize: large CaseTime FrameStart: 1997 CaseTime Frame End:1997

The assistant brand manager for Procter & Gamble'sScope brand in Canada has been working since Maywith the brand manager to refine the brand's marketposition. They are concerned about whether theyhave chosen the correct target for the brand, andwhat their fall advertising for Scope shouldcommunicate. A focus group session has beenplanned for the next two weeks. They are eagerlyawaiting the opportunity to uncover key consumerinsights but want to ensure that they are asking theright questions. They have to make specific decisionsregarding the fall advertising campaign no later thanthe beginning of August and want to ensure that thenew advertisements are as successful as possible.Subjects: Advertising; Canada; Consumer goods;Consumer marketing; Market research; Productmanagement

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

HBS23pProductNumber:9-699-012SupplementavailableTN available

United StatesIndustry Setting:medical/surgicalCompany Size:Fortune 500 CaseTime FrameStart: 1997 CaseTime Frame End:1998

Describes how 3M Corp. introduces and learns a newand innovative methodology called lead userresearch to understand future customer and marketneeds. A team from 3M's Medical-Surgical MarketsDivision applies the Lead User methodology to thefield of surgical infection control and discovers notonly new product concepts but also a very promisingnew business strategy. Focuses on: 1) 3M's approachto the management of innovation and understandingmarket needs, 2) an in-depth description of the LeadUser method and its potential as applied to themedical business, and 3) the managerial challengesof introducing novel methods into a successfulorganization. Teaching Purpose: Explains how tointroduce and conduct Lead User research tounderstand future customer and market needs.Allows managers and students to discuss thepotential of customer input in innovation strategyformulation.Subjects: Management of change; Market research;Marketing strategy; Medical supplies; Productdevelopment; Research & development; Researchmethodology; Strategy formulation

Industrial MarketResearch: BetaTest SiteManagement(HBS Note)Robert J. Dolan


N/A Describes the role of BETA tests in the new productdevelopment process and presents guidelines foreffective test program development. TeachingPurpose: to develop knowledge of appropriateresearch tools.Subjects: Industrial markets; Market research;Product introduction

Chapter 5: Causal DesignsNestleRefrigeratedFoods: ContadinaPasta & Pizza(A)


United StatesIndustry Setting:food GrossRevenue: $150million revenues

Nestle Co.'s Refrigerated Foods Division has verysuccessfully launched its Contadina brand pasta andsauces. The new product has achieved nearly $100million in sales in three years. The division is nowconsidering an extension into the pizza line. This

V. KasturiRangan ; MarieBell

B caseavailableTN available

Case Time FrameStart: 1990 CaseTime Frame End:1990

case provides a detailed look at the use of simulatedtest markets to forecast a new product's potential.Teaching Purpose: Intended to provide students withan in-depth understanding of new productforecasting in consumer packaged goods. Also raisesthe understanding of marketing research in pasta andpizza launch commercials.Subjects: Brands; Consumer marketing; Food;Market research; New product marketing

G.D. Searle &Co.: Equal Low-CalorieSweetener (A)Darrel G. Clarke

HBS23pProductNumber:9-585-010B caseavailable

Chicago, ILIndustry Setting:food Case TimeFrame Start: 1982Case Time FrameEnd: 1983

Equal low calorie sweetener was held up eight yearsawaiting FDA approval. When finally approved ithad a great cost disadvantage over existingcompetition. Pricing and advertising policy and thesource of business were critical issues in planningthe introduction. A BehaviorScan test was begun toobtain this information. Five months into the twelve-month test the product manager wants to introducethe product.Subjects: Advertising; Consumer behavior;Economic analysis; Food; New product marketing;Pricing; Test markets

General Mills,Inc.: YoplaitCustard-StyleYogurt (A)John A. Quelch ;John L. Teopaco


United StatesIndustry Setting:grocery productsCompany Size:Fortune 500 GrossRevenue: $4billion revenuesCase Time FrameStart: 1980 CaseTime Frame End:1980

Yoplait's director of new product development isevaluating alternative line extensions includingcustard-style Yoplait. He must determine whatadditional research to recommend. Options include amini-market test, a simulated test market and a fully-fledged test market.Subjects: Consumer marketing; Food; Marketresearch; Product development; Productmanagement; Test markets

Chapter 6: Data Collection: Secondary DataResearching andMonitoringConsumerMarkets(HBS Note)Robert J. Dolan


N/A Describes the major research techniques forconsumer goods new product development, i.e. pre-test markets and electronic purchase monitoring.Provides students with information on availabilityand utility of these services.Subjects: Consumer goods; Market research; Newproduct marketing; Product development; Productintroduction; Test markets

Chevron Corp.:Corporate ImageAdvertisingJohn A. Quelch


United StatesIndustry Setting:petroleumCompany Size:Fortune 500 GrossRevenue: $32billion revenuesCase Time FrameStart: 1989 CaseTime Frame End:1989

Describes a series of advertising research studiesconducted by Chevron to monitor the effectivenessof its corporate advertising. Specific researchapproaches covered include the McCollum-Spielmanand Communications Techniques. The ValsTypology developed by Stanford Research Instituteis used in specifying target markets.Subjects: Advertising; Market research; Petroleum;Polls & surveys

Clark MaterialHandling Group-Overseas:

HBS21pProduct

Brazil IndustrySetting: industrialmachinery

Assumes some knowledge of conjoint analysis.Permits analysis of basic results and dynamic marketsimulations in one class session.

Brazilian ProductStrategy (A&B)(Condensed)Robert J. Dolan

Number:9-590-081

Company Size:Fortune 500 GrossRevenue: $600million revenuesCase Time FrameStart: 1979 CaseTime Frame End:1979

Subjects: Market research; Pricing strategy; Productlines; Product planning & policy; South America;Tradeoff analysis

Zenith:MarketingResearch forHigh DefinitionTelevision(HDTV)Fareena Sultan

HBS22pProductNumber: 9-591-025TN available

United StatesIndustry Setting:televisionCompany Size:Fortune 500 CaseTime FrameStart: 1990 CaseTime Frame End:1990

Managers at Zenith must decide what marketingresearch, if any, needs to be done now in order toassess market potential and consumer preference fora technological innovation, high definition television(HDTV) that is yet to be introduced. The casedescribes various marketing research optionsavailable to Zenith in August 1990. In particularmanagers have to decide whether to conduct a studyto examine consumer preferences for the widerscreen format of HDTV. They also need to forecastHDTV demand from 1992-2000 under pessimistic,most likely and optimistic scenarios that have to bedefined. Can be used to expose students in anintroductory marketing management course tovarious marketing research methods available toassess consumer preferences for new products andinnovations. In particular it exposes students toconjoint analysis' methodology. Also allowsstudents an opportunity to assess the situation facingZenith and explore forecasting marketing potentialvia scenario analysis.Subjects: Forecasting; High technology products;Innovation; Market research; Product introduction

MarshSupermarkets,Inc. (A): TheMarsh SuperStudyRaymond R.Burke

HBS21pProductNumber:9-594-042Supplementavailable

Indianapolis, INIndustry Setting:grocery retailingCompany Size:large GrossRevenue: $1billion revenuesCase Time FrameStart: 1991 CaseTime Frame End:1991

In response to recent trends in grocery retailing,Marsh Supermarkets has completed an intensive 65-week study of the activity at 5 superstores in themidwest United States. The study tracked the sales(through scanner data), profits, space, andpromotion dynamics of the entire store: dry grocery,general merchandise, health and beauty care, andperishables. (These data are provided in the caseexhibits.) Management hoped the study wouldprovide insights on how and why products sell,identify product categories of greatest strategicimportance, spot inefficiencies in store operations,and identify customer segments. Teaching Purpose:Provides a detailed view of the operations andeconomics of a supermarket at the product categorylevel. Students must consider how to deliverconsistent, superior value to consumers by analyzingtheir behavior and deciding how to select, price,promote, and merchandise products.Subjects: Consumer behavior; Market research;Retailing; Sales promotions; Supermarkets

G & R FelpauschCo.: CreatingValue ThroughScanner Data

HBS11pProductNumber:

Michigan IndustrySetting:supermarket GrossRevenue: $200

Describes the technological, strategic, andorganizational challenges faced by an 18-storesupermarket chain preparing to use Describes thetechnological, strategic, and organizational

James L.McKenney ;William T.Schiano

9-196-090 million revenuesNumber ofEmployees: 2,000Case Time FrameStart: 1995 CaseTime Frame End:1995

challenges faced by an 18-store supermarket chainpreparing to use point-of-sale scanner data toenhance its marketing and operations. Facingintensifying competition from mass merchandisersand wholesale clubs, Felpausch plans to useinformation systems to improve its effectiveness.Teaching Purpose: Emphasizes the role of IS inmarketing and the complexity of systemsimplementation.Subjects: Advertising strategy; Consumermarketing; Information systems; Strategic marketplanning; Supermarkets

PlanetFeedback:The Voice ofOne...The Powerof Many (A)James L. Heskett


Ohio IndustrySetting: InternetNumber ofEmployees: 50Case Time FrameStart: 2000 CaseTime Frame End:2000

The management of PlanetFeedback, in proposingthe merger with Intelliseek to create a comprehensiveC2B and B2B business focused on the generationand analysis for business clients of consumerfeedback data via the Internet, has been admonishedby its board of directors to decide between two basicbusiness strategies. It must decide which of the twostrategies--corporate customer service and marketanalysis support or information generation andanalysis--to pursue. Teaching Purpose: To encourageexamination of business strategies centered aroundthe Internet in an environment presenting too manyopportunities with an attendant threat to focus.Covers a little known segment of the Internet,businesses based on C2B strategies of importance tomarketers.Subjects: Business to business; Corporategovernance; Entrepreneurial management; Internet;Internet marketing; Mergers & acquisitions

Chapter 7: Data Collection: Primary DataResearching andMonitoringConsumerMarkets(HBS Note)Robert J. Dolan


N/A Describes the major research techniques forconsumer goods new product development, i.e. pre-test markets and electronic purchase monitoring.Provides students with information on availabilityand utility of these services.Subjects: Consumer goods; Market research; Newproduct marketing; Product development; Productintroduction; Test markets

QuestionnaireDesign andDevelopment(HBS Note)Alvin J. Silk


N/A An introduction to the design of questionnairesadministered in surveys undertaken in managementand social science research. Outlines a multistepprocess for developing a questionnaire.Subjects: Market research; Polls & surveys; Publicopinion

Blue MountainResorts: TheNight SkiingDecision,Teaching NoteTerry H.Deutscher

Ivey/UWO20pProductNumber:83A025TN available(includessurvey data)

Ontario, Canada.Industry Setting:amusement andrecreation servicesCompany Size:small Case TimeFrame Start: 1979Case Time Frame

A large Ontario ski resort faces a decision aboutwhether to invest in facilities for night skiing.Demand is very uncertain, so the managementundertakes a market research study. Day skiers at thefacility are surveyed about their potential interestduring the months of February and March. Theresort's management is suspicious about the validityof the results of the research, but has no time to

End: 1979 collect further data.Subjects: Canada; Demand analysis; Marketresearch; Recreation





Dewar's (A):BrandRepositioning inthe 1990sAlvin J. Silk ;Lisa R. Klein

HBS29pProductNumber:9-596-076Supplementsavailable

United StatesIndustry Setting:distilled spiritsGross Revenue:$195 millionrevenues Numberof Employees: 400Case Time FrameStart: 1993 CaseTime Frame End:1995

Dewar's, a major brand of Scotch whisky, producedby United Distillers of the U.K., and the U.S. leaderin the Scotch category with a 15% market share,faced a declining market among traditionalconsumers of distilled spirits. Given the growingsocietal, legal, and regulatory opposition to drinkingin the U.S., the marketing options were limited. Inaddition, drinking preferences had shifted away fromdistilled spirits to lighter, lower alcohol beverageslike wine, wine coolers, and beer. In early 1993,Dewar's U.S. importer, Schieffelin and Somerset, incooperation with the brand's longstandingadvertising agency, Leo Burnett, began to explorethe opportunities for repositioning Dewar's. Theissue is how to update the brand's image to attractyounger consumers. The brand manager must planthe strategy for a repositioning campaign for thebrand. Subjects: Advertising campaigns; Beverages;Brands; Consumer marketing; Marketingmanagement; Marketing strategy

Chevron Corp.:Corporate ImageAdvertisingJohn A. Quelch


United StatesIndustry Setting:petroleumCompany Size:Fortune 500 GrossRevenue: $32billion revenuesCase Time FrameStart: 1989 CaseTime Frame End:1989

Describes a series of advertising research studiesconducted by Chevron to monitor the effectivenessof its corporate advertising. Specific researchapproaches covered include the McCollum-Spielmanand Communications Techniques. The ValsTypology developed by Stanford Research Instituteis used in specifying target markets.Subjects: Advertising; Market research; Petroleum;Polls & surveys

Juice Guys (A)Joseph B.Lassiter III;Sharon Fox ;Cindy Rushmore

HBS27pProductNumber:9-800-122Supplementavailable

United StatesIndustry Setting:food & beverageGross Revenue:$227,000 revenuesNumber ofEmployees: 10Case Time FrameStart: 1999 CaseTime Frame End:1999

Asks, who are the customers for a new beverageproduct, what are their desires as customers for thisproduct, and what are their desires when orderingthis product from a local specialty store location?Teaching Purpose: Used to teach students how togather and analyze customer interview data.Subjects: Beverages; Entrepreneurship; Marketresearch; Market selection; Marketing management;Product planning & policy; Product positioning

WebSpective HBS Massachusetts Describes the situation at WebSpective, a software

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

28pProductNumber:9-800-136

Industry Setting:web softwareGross Revenue:$1 millionrevenues Numberof Employees: 40Case Time FrameStart: 1997 CaseTime Frame End:1998

company that develops products to help companiesmanage the network of servers that support theirwebsites. Describes the use of "concept engineering"tools to interview customers, determine their needsand the resulting product requirements, and prioritizethese requirements as the basis for a product andmarketing strategy. Teaching Purpose: Exposestudents to concept engineering for customerinterviewing and product development.Subjects: Market research; Marketing management;Product development; Software; World Wide Web

Exploring Brand-PersonRelationships:Three LifeHistories(Condensed)Susan Fournier


N/A The idea that "relationships" exist betweenconsumers and products has implicitly occupied acentral place in brand marketing thought andpractice. Now as relational (one-on-one) marketing issaid to be replacing transactional (mass) marketingas the dominant paradigm of the field, explicittheoretical development of these ideas becomescritical. This case presents detailed qualitative dataon three women (gathered from interviews) and theirrelationships with brands. Teaching Purpose:Intended to reveal the deep connections consumersmay form with brands across product categories,providing new insights into phenomena such asbrand loyalty and brand equity that will inform brandmanagement practice.Subjects: Brands; Consumer behavior; Consumermarketing; Customer relations

PlanetFeedback:The Voice ofOne...The Powerof Many (A)James L. Heskett


Ohio IndustrySetting: InternetNumber ofEmployees: 50Case Time FrameStart: 2000 CaseTime Frame End:2000

The management of PlanetFeedback, in proposingthe merger with Intelliseek to create a comprehensiveC2B and B2B business focused on the generationand analysis for business clients of consumerfeedback data via the Internet, has been admonishedby its board of directors to decide between two basicbusiness strategies. It must decide which of the twostrategies--corporate customer service and marketanalysis support or information generation andanalysis--to pursue. Teaching Purpose: To encourageexamination of business strategies centered aroundthe Internet in an environment presenting too manyopportunities with an attendant threat to focus.Covers a little known segment of the Internet,businesses based on C2B strategies of importance tomarketers.Subjects: Business to business; Corporategovernance; Entrepreneurial management; Internet;Internet marketing; Mergers & acquisitions

Chapter 8: Data-Collection FormsQuestionnaireDesign andDevelopmentAlvin J. Silk

HBSbackgroundnote16pProductNumber:9-590-015

N/A An introduction to the design of questionnairesadministered in surveys undertaken in managementand social science research. Outlines a multistepprocess for developing a questionnaire.Subjects: Market research; Polls & surveys; Publicopinion

Chapter 9: Attitude MeasurementN/A

Chapter 10: Sampling ProceduresNote onStratifiedSampling DesignAlvin J. Silk


N/A Summarizes sampling theory relevant to addressingthree issues that arise in designing a stratifiedrandom sample: 1) optimal allocation of the sampleacross a set of strata, 2) definition of boundaries forthe strata, and 3) choice of the number of strata toemploy. Teaching Purpose: Intended to supplementdiscussions of stratified sampling found in texts onsurvey and marketing research and to assist studentsin carrying out an exercise in sampling design.Subjects: Market research; Polls & surveys;Sampling



Ontario, Canada.Industry Setting:amusement andrecreation servicesCompany Size:small Case TimeFrame Start: 1979Case Time FrameEnd: 1979

A large Ontario ski resort faces a decision aboutwhether to invest in facilities for night skiing.Demand is very uncertain, so the managementundertakes a market research study. Day skiers at thefacility are surveyed about their potential interestduring the months of February and March. Theresort's management is suspicious about the validityof the results of the research, but has no time tocollect further data.Subjects: Canada; Demand analysis; Marketresearch; Recreation

Chapter 11: Sample SizeN/AChapter 12: Collecting the Data:Field Procedures and Non-Sampling ErrorsN/A

Chapter 13: Data Analysis: Preliminary StepsN/A

Chapter 14: Data Analysis: Basic QuestionsSa Sa CosmeticsDavid E. Bell ;Iris T. Li


Hong Kong, ChinaIndustry Setting:retail GrossRevenue: $185million revenuesNumber ofEmployees: 1,500Case Time FrameStart: 1978 CaseTime Frame End:2001

Sa Sa Cosmetics has had spectacular success as alow-price retailer of branded cosmetics. But recently,growth has slackened. What are the causes? Thiscase describes recent strategic initiatives andprovides market research data to aid the students indiagnosis. Teaching Purpose: Retail strategy.Analysis of market research data.

MarshSupermarkets,Inc. (A): TheMarsh SuperStudy


Indianapolis, INIndustry Setting:grocery retailingCompany Size:large Gross

In response to recent trends in grocery retailing,Marsh Supermarkets has completed an intensive 65-week study of the activity at 5 superstores in themidwest United States. The study tracked the sales,profits, space, and promotion dynamics of the entire

Raymond R.Burke

Supplementavailable

Revenue: $1billion revenuesCase Time FrameStart: 1991 CaseTime Frame End:1991

store: dry grocery, general merchandise, health andbeauty care, and perishables. (These data areprovided in the case exhibits.) Management hopedthe study would provide insights on how and whyproducts sell, identify product categories of greateststrategic importance, and spot inefficiencies in storeoperations. Teaching Purpose: Provides a detailedview of the operations and economics of asupermarket at the product category level. Studentsmust consider how to deliver consistent, superiorvalue to consumers by analyzing their behavior anddeciding how to select, price, promote, andmerchandise products.Subjects: Consumer behavior; Market research;Retailing; Sales promotions; Supermarkets



Ontario, Canada.Industry Setting:amusement andrecreation servicesCompany Size:small Case TimeFrame Start: 1979Case Time FrameEnd: 1979

A large Ontario ski resort faces a decision aboutwhether to invest in facilities for night skiing.Demand is very uncertain, so the managementundertakes a market research study. Day skiers at thefacility are surveyed about their potential interestduring the months of February and March. Theresort's management is suspicious about the validityof the results of the research, but has no time tocollect further data.Subjects: Canada; Demand analysis; Marketresearch; Recreation

Johnson Wax:Enhance (A)Darrel G. Clarke

HBS

B caseavailableTN available

Midwest IndustrySetting: health andbeauty aidsCompany Size:large Case TimeFrame Start: 1979Case Time FrameEnd: 1980

Johnson Wax has produced a new hair conditionerfor problem hair. Before committing themselves totest market, they analyze the new product using afield based, pretest-market procedure calledASSESSOR. The testing reveals product positioning,advertising, and promotion insights which areimportant in the repositioning of the product.Subjects: Consumer goods; Market research; Newproduct marketing; Product development; Productpositioning; Test markets

Chapter 15: Examination of DifferencesN/AChapter 16: Data Analysis:Investigation of AssociationForecasting withRegressionAnalysis(HBSBackgroundNote)Arthur SchleiferJr.


N/A Introduces students to regression analysis and itsuse in forecasting, including probabilisticforecasting. Teaching Purpose: Use of regression inone of its most important roles. Relating probabilisticforecasts based on past data to decision analysis.Subjects: Forecasting; Regression analysis;Statistical analysis

NopaneAdvertisingStrategyDavid E. Bell


N/A Nopane is a proprietary drug that sells in much of theUnited States. It faces substantial competition. Thebrand manager is undertaking an experiment todetermine whether ad copy should be emotional-based or rational-based. The data and associatedregression results are included. Useful for an

introductory course on statistics, market research, orregression analysis.Subjects: Advertising; Consumer goods; Marketresearch; Pharmaceuticals; Regression analysis

Pilgrim Bank(A): CustomerProfitabilityFrances X. Frei ;Dennis Campbell

HBS8pProductNumber:9-602-104Supplementsavailable

United StatesIndustry Setting:Financial servicesCase Time FrameStart: 2001 CaseTime Frame End:2001

Analyzes customer profitability in a retail bankingsetting. Puts students in the position of a recentlyhired analyst who has data on a sample of customerand who must make recommendations about theentire customer base regarding the effect of onlinebanking on customer profitability. The data consistof customer-level information on demographics,online channel use, and profitability. Taught overthree sections of an optional module on data analysisin the second-year elective on managing serviceoperations. Tailored to teach how specific analytictechniques can be used to address widely varyingmanagerial challenges. Teaching Purpose: 1) Tocommunicate research findings in the area ofcustomer profitability analysis; 2) to provide acompelling context for students to learn samplingand estimation, hypothesis testing, OLS and logisticregression, and predictive modeling; and 3) toexpose students to the extent and causes of variationin customer profitability and the challenges andbenefits associated with calculating customer-levelprofitability. A rewritten version of an earlier case.Subjects: Banking; Distribution channels;Profitability; Regression analysis; Sampling

Edgar J. ScherickAssociatesGeorge Wu ;Cynthia Wachtell


CaliforniaIndustry Setting:entertainmentNumber ofEmployees: 10Case Time FrameStart: 1993 CaseTime Frame End:1993

Edgar Scherick, a leading television movie producer,must determine whether fact-based movies garnerhigher Nielsen ratings than fictional movies.Scherick has data for all 1992 TV movies broadcaston major networks. Ultimately, Scherick must decidewhether it is worthwhile to pay for the option for therights to fact-based movies. Teaching Purpose:Regression is used to determine the relative ratingsof different types of TV movies. The benefit ofregression is further emphasized by the explicitdecision-making context.Subjects: Decision making; Entertainment industry;Forecasting; Regression analysis

ConjointAnalysis: AManager's GuideRobert J. Dolan


N/A Presents a non-technical description of the conjointanalysis methodology. Discusses the process bywhich such a study is done and cites areas ofapplication.Subjects: Market analysis; Market research; Productintroduction; Sales forecasting

Omnitel ProntoItaliaRajiv Lal ; Carin-Isabel Knoop ;Suma Raju


Italy IndustrySetting:telecommunications Gross Revenue:$400 millionrevenues Numberof Employees: 572Case Time FrameStart: 1996 Case

Describes the situation faced by Omnitel soon afterlaunching its mobile telecommunication services inItaly in December 1995. Competing against theItalian monopoly, TIM, Omnitel had positioned itsservices to be better on the quality dimension.However, sales were significantly belowexpectations. In order to develop a new strategy,Omnitel conducted extensive marketing research.This research identified the varying needs of

Time Frame End:1996

different customer segments. Omnitel now had todecide whether to attack a new segment with a newservice plan, "LIBERO," to improve on pastperformance. Teaching Purpose: To demonstratehow marketing helps create value by developing aproduct that satisfies the needs of the customer.Appropriate for a first year marketing course.Subjects: Global Research Group; Italy; Marketresearch; Market segmentation; Market selection;Marketing strategy; TelecommunicationsAlso: conjoint analysis.

Quality KitchensMeat Loaf Mix(A)Charles P. Bonini

Stanford4pProductNumber:DS84AB caseavailable

Western UnitedStates IndustrySetting: food

Quality Kitchens is a meat loaf mix marketed in thewestern United States. A new brand manager mustcome up with a marketing plan for the product.Historical data on past sales, advertising, promotion,and economic conditions is available. Preliminaryregression analyses also have been done. May beused with Quality Kitchens Meat Loaf Mix (B).Subjects: Advertising; Food; Market research;Marketing planning; Regression analysis

Chapter 17: Multivariate Data AnalysisOmnitel ProntoItaliaRajiv Lal ; Carin-Isabel Knoop ;Suma Raju


Italy IndustrySetting:telecommunications Gross Revenue:$400 millionrevenues Numberof Employees: 572Case Time FrameStart: 1996 CaseTime Frame End:1996

Describes the situation faced by Omnitel soon afterlaunching its mobile telecommunication services inItaly in December 1995. Competing against theItalian monopoly, TIM, Omnitel had positioned itsservices to be better on the quality dimension.However, sales were significantly belowexpectations. In order to develop a new strategy,Omnitel conducted extensive marketing research.This research identified the varying needs ofdifferent customer segments. Omnitel now had todecide whether to attack a new segment with a newservice plan, "LIBERO," to improve on pastperformance. Teaching Purpose: To demonstratehow marketing helps create value by developing aproduct that satisfies the needs of the customer.Appropriate for a first year marketing course.Subjects: Global Research Group; Italy; Marketresearch; Market segmentation; Market selection;Marketing strategy; TelecommunicationsAlso: cluster analysis.

Johnson Wax:Enhance (A)Darrel G. Clarke

HBS29pProductNumber: 9-583-046B caseavailableTN available

Midwest IndustrySetting: health andbeauty aidsCompany Size:large Case TimeFrame Start: 1979Case Time FrameEnd: 1980

Johnson Wax has produced a new hair conditionerfor problem hair. Before committing themselves totest market, they analyze the new product using afield based, pretest-market procedure calledASSESSOR. The testing reveals product positioning,advertising, and promotion insights which areimportant in the repositioning of the product.Subjects: Consumer goods; Market research; Newproduct marketing; Product development; Productpositioning; Test markets

PerceptualMapping: AManager's GuideRobert J. Dolan

HBS11pProductNumber:

Describes the perceptual mapping technique in anon-technical fashion. The procedure is useful forthe depiction of the structure of the market.Discusses alternative methods, presents examples of

9-590-121 each, and shows how the maps can be used inmarketing decision making.Subjects: Decision making; Market research

Chapter 18: The Research ReportN/A

Harvard Business School Publishing Case Map

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