Publications
Publications
- November 1982 (Revised November 1984)
- HBS Case Collection
Information Resources, Inc. (A)
Abstract
Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at all cash registers in four towns, individually targetable households for TV advertising; and longitudinal data on households. The case concerns new product development and marketing program planning for the company.
Keywords
Citation
Clarke, Darral G. "Information Resources, Inc. (A)." Harvard Business School Case 583-053, November 1982. (Revised November 1984.)