Study of consumer attitudes with more than 1,000 users of cranberries was conducted. Multivariate statistical procedures, including factor analysis, cluster analysis and multiple discriminant analysis was used to offer four segments of market relations. The research team suggested changes to the product and advertising strategy. What governance do next? Provides an example of psychographic research procedures applied to the product of grocery goods. No special statistical competence expected of the student. "Hide
by F. Stuart Debruicker, Jan-Erik Modig Source: Harvard Business School 18 pages. Publication Date: September 1, 1974. Prod. #: 575040-PDF-ENG
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