Marketing researc - Study guides, Class notes & Summaries

1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to a. a narrow conception of the research. b. uneven caliber of researchers. c. poor problem definition. d. late and occasional erroneous findings. e. personality and presentation differences. ANSWER: c RATIONALE: The release and imminent failure of the New Coke campaign stemmed from a lack of the correct problem definition by Coca-Cola. See...

Basic Marketing Research, 9e Tom Brown, Tracy Suter, Gilbert Churchill (Test Bank) Basic Marketing Research, 9e Tom Brown, Tracy Suter, Gilbert Churchill (Test Bank)

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Solution Manual for Marketing Research, 5th Edition by Steve D'AlessandroHume WinzarBen LoweBarry J. BabinWilliam Zikmund