Research done by General Motors for minivans and Duncan Hines for soft cookies was discussed in your text to illustrate:
A. The importance of having a dynamic CEO directing the marketing function.
B. The importance of calculating ROI prior to the business analysis stage of new product development.
C. How poor use of statistics can lead to the wrong decisions.
D. That marketing research is sometimes wrong.
E. Why firms should segment the market into at least five segments.
Answer: D. That marketing research is sometimes wrong.