The Marketing Research Measure of Success for the LEGO Group

question 185

Multiple Choice

The marketing research measure of success for the LEGO Group MINDSTORMS®product is assembly time for a particular design meant for middle school kids. Which would be the best possible marketing action if the results of a marketing research study concluded, "All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

• A) Redesign the kits so that assembly time is more uniform.
• B) Introduce Design B.
• C) Introduce Design A, but add more new features to charge a higher price.
• D) Mine the data further for student reactions.
• E) Consult the marketing dashboards to analyze LEGO Group sales in the United States.

---

Definitions:

Psychological Contract

An unwritten agreement that reflects the mutual beliefs, perceptions, and informal obligations between an employer and an employee.

Reciprocal Obligations

Mutual responsibilities or duties exchanged between parties, where each party has an obligation to the other.

Realistic Job Preview

An accurate presentation of the potential positives and negatives of a job to prospective employees.

Socialization

The process by which individuals learn and adopt the norms, values, behaviors, and skills necessary to participate effectively in a society or organization.