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

question 41

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 common technique used in focus groups involves the researcher presenting a scenario, and then the members of the group must complete a phrase or sentence. 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)elicit honest and unedited thoughts and feelings.

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Definitions:

Specimen Slide

A thin glass plate used to hold objects for examination under a microscope.

Light Source

An object or device that emits light, used for illumination or visualization.

Ocular

Pertaining to the eye or vision, involving the anatomy and function of the eye.

Microscope

An instrument used to see objects that are too small for the naked eye.