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

question 52

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) GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness. One common criticism of focus groups is

• A)they provide a great deal of insight.
• B)they are never valid.
• C)they are very low in reliability.
• D)focus group members feel empowered and privileged.

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Definitions:

Conscience

An inner sense of what is right and wrong in one's conduct and motives, urging one towards right action.

Id

In psychoanalytic theory, it is the component of personality composed of unconscious psychic energy that works to satisfy basic urges, needs, and desires.

Latent Homosexual Desires

Unconscious or unacknowledged sexual attraction towards individuals of the same sex.

Defense Mechanism

Mental tactics employed by people, groups, or countries to deal with the truth and preserve their self-perception.