Basic Marketing Research Test Bank

Test Bank For Basic Marketing Research 9th Edition by Tom J. Brown Last document update:   ago

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