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

question 68

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) One technique used in focus groups 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) createconfusionwithinthe 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:

Peaks

The highest points or maximum values, often in the context of a graph or a series of data points.

Valleys

Low areas or depressions between hills or mountains, often characterized by a river or stream running through them.

Demographic Questions

Questions used in surveys or studies that collect data about the characteristics of the population, such as age, gender, and income.

Survey Design

The planning of survey research, including methods for selecting participants and collecting data, to ensure reliable and valid results.