Alyssa Is Organizing a Written Marketing Research Report for Her

question 57

Multiple Choice

Alyssa is organizing a written marketing research report for her client,Princess Jewelry.Princess is a well-established company that wants to update its image and become more "modern." It has hired a number of younger "hot shots" from Ivy League business schools.One of these "hot shots" asked Alyssa to conduct research to determine whether or not Princess should expand into other countries.Which of the following should she consider as she is constructing the report?

• A)The president of Princess doubts the effectiveness of international firms and is leery of Princess expanding.
• B)The expansion task force will review the report first and then pass it on to the board of directors.
• C)Many members of the board of directors know little to nothing about the costs and benefits of expansion.
• D)A and C
• E)all of the above

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Definitions:

Stroop Effect

A demonstration of cognitive interference where the brain's reaction time slows down when the color of a word doesn't match the name of the color.

Availability Heuristic

A cognitive shortcut that relies on immediate examples that come to a person's mind when evaluating a specific topic or decision.

Availability Heuristic

A cognitive shortcut based on easily recalled examples when judging a specific area, notion, practice, or decision-making process.

Base-Rate Information

This term relates to how often an event occurs within a general population.