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Cerenity sanitizer : marketing research for new product launch (B) / Anand Kumar Jaiswal, Sachin K. Singh & A. Manu.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Jaiswal, Anand Kumar, author.
- Singh, Sachin K., author.
- Manu, Andrew, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Marketing research--Case studies.
- Marketing research.
- New products--Case studies.
- New products.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- The case deals with a marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out a quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis of the collected and drawing managerial inferences.
- Notes:
- Originally Published in: Jaiswal, K. A., Singh, S. K., & Manu, A. (2014). Cerenity Sanitizer: Marketing Research for New Product Launch (B). MAR0446(B). Ahmedabad: Indian Institute of Management, Ahmedabad.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on May 4, 2016).
- ISBN:
- 9781473975309
- OCLC:
- 1017725286
- Access Restriction:
- Restricted for use by site license.
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