Case | HBS Case Collection | March 1999 (Revised August 1999)

Coop, The: Market Research

by Ruth Bolton and Youngme E. Moon


Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals.

Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry;


Bolton, Ruth, and Youngme E. Moon. "Coop, The: Market Research." Harvard Business School Case 599-113, March 1999. (Revised August 1999.)