Information Resources, Inc (IRI) is a small but rapidly growing market research firm. The main product of the IRI, BehaviorScan, provides the most completely controlled and measurable marketing program testing facility in the world. It includes electronic scanning UPC on all cash registers in four cities, independently targeted households for television advertising and longitudinal data on households. It comes to new product development and planning of the marketing program for the company. "Hide
by Darrell G. Clarke Source: Harvard Business School 22 pages. Publication Date: November 1, 1982. Prod. #: 583053-PDF-ENG
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