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

question 61

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 to 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 helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
-(Scenario 7-3) In its research,GM hoped to find why consumers liked certain features in their cars and disliked others.GM inquired about consumer wants and needs,and then looked to apply its findings to product development.This process is called:

Definitions:

Unconscious

The part of the mind that contains thoughts, memories, and desires not within immediate awareness but influencing behavior.

Day-to-Day Functioning

The ability to perform everyday activities and routines, including work, social interactions, and self-care tasks.

Correlational Method

A research technique used to study the relationship between two or more variables without attempting to influence or control them.

Cause-Effect Relationships

A concept in which an event (cause) leads to an outcome (effect), illustrating a connection between actions and results.