BUISENESS MANAGEMENT
MARKET RESEARCH
|
Question
[CLICK ON ANY CHOICE TO KNOW THE RIGHT ANSWER]
|
|
|
Yes, because the company used the information from a survey to introduce the New Coke
|
|
|
No, because the company didn’t analize the whole information from the survey and the focus group results to introduce the New Coke
|
|
|
Either A or B
|
|
|
None of the above
|
Detailed explanation-1: -The Coca-Cola Company has very detailed marketing research, and decided to add to explore the role of ethnography as an additional method to help them identify and map external and internal triggers for beverage consumption. An additional method for the Coca-Cola Company to gain insight and explore opportunities.
Detailed explanation-2: -Interviews with customers or focus groups which result in a wide range of answers based on personal experiences and feelings. Coca-Cola use focus groups and interviews when carrying out their 5 stage process. Coca-Cola use research to find out what customers want and how happy they are with products that are on offer.
Detailed explanation-3: -There was a relatively obvious mistake in coca cola marketing research of taste test. Taste was not the most important factor resulted in the decline of market share. In other words, Coca cola did not define the research problem incorrectly in fact. So, the survey result was also wrong.