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Cerenity sanitizer : marketing research for new product launch (B) / Anand Kumar Jaiswal, Sachin K. Singh & A. Manu.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473975309 (ebook) :
Subject(s): DDC classification:
  • 658.575 23
Online resources: 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.
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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.

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.

Description based on online resource; title from home page (viewed on May 4, 2016).

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