In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________.

In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________.

a. a narrow conception of the research
b. uneven caliber of researchers
c. poor framing of the problem
d. late and occasional erroneous findings
e. personality and presentation differences


Answer: c

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Barriers to the use of marketing research include all of the following EXCEPT ________.

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Barriers to the use of marketing research include all of the following EXCEPT ________.

a. a broad conception of the research
b. uneven caliber of researchers
c. poor framing of the problem
d. late and occasionally erroneous findings
e. personality and presentational differences


Answer: a

A ________ has been defined as being a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

A ________ has been defined as being a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

a. marketing information system
b. marketing intelligence system
c. marketing decision support system
d. marketing research system
e. database management system


Answer: c

One of the biggest obstacles to conducting international research is ________.

One of the biggest obstacles to conducting international research is ________.

a. cost
b. lack of consistency
c. language difficulties
d. religious bias
e. lack of management's commitment in this area


Answer: b