Scenario 7-3 After Filing for Bankruptcy in 2009 and Requiring Nearly $58

question 63

Multiple Choice

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped
turn the company in the right direction.
("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
-(Scenario 7-3) One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario.This technique is used in order to:

• A)create confusion within the group.
• B)let the researcher establish a dominant presence.
• C)create opportunities for idea development.
• D)understand consumers and observe the data being collected.

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Definitions:

Fresh Fruit

Pertains to fruits that are in their natural state, not processed or preserved, and are consumed for their nutritional value and taste.

Gasoline

A volatile, flammable liquid derived from petroleum, primarily used as fuel in internal combustion engines.

Electricity

A form of energy resulting from the existence of charged particles, used for power and a variety of applications in the modern world.

Medical Services

Healthcare and treatment provided by trained medical professionals to diagnose, treat, and prevent illness or injury.