...Ronald T. Wilcox This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine...

... for both the candidate and his principal competitor. The study also needed to provide a common lexicon, a set of words that the agency's creative staff, the committee strategists, and the marketing researchers could all use to talk about the problem without getting stuck in semantics. 2 See...

..., used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation. market analysis marketing research pricing Despite successful careers, both wanted to stop working...

.... forecasting marketing research regression analysis statistics uncertainty diversity Retail On the morning of January 17, 1993, Julia Brown gathered together the past sales data on stuffed animals. As toy buyer for the chain of Hightower Department Stores, she knew that a careful review...