Publications
Publications
- September 1974 (Revised April 1975)
- HBS Case Collection
Ocean Spray Cranberries, Inc. (A)
Abstract
At the conclusion of a small-scale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce. Illustrates the methods and abilities of multivariate statistical procedures in survey data analysis and product positioning studies. A major question is whether the findings of the pilot work justify further expense and analysis. No special competence in statistics is required for discussion of the case.
Keywords
Surveys; Product Positioning; Mathematical Methods; Agriculture and Agribusiness Industry; Food and Beverage Industry
Citation
DeBruicker, F., and Jan-Erik Modig. "Ocean Spray Cranberries, Inc. (A)." Harvard Business School Case 575-039, September 1974. (Revised April 1975.)