Several years ago, SwissAir made some unwise investments to pay for a planned expansion.
Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company
had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would like to resume flying. Before resuming flying, SwissAir needed to determine what percentage of its former customers it could expect to return to the airline. If not enough former customers were willing to use SwissAir again, the resumption of flights would not be profitable. The determination of the percentage of returning patrons that would be needed to resume operation is an example of a research risk.
research objective.
research uncertainty.
research decision.
research definition.
DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite a group of eight people with insurance to talk about home and auto insurance with a moderator. One of the purposes of this exploratory research was to gather information about the group members’ attitudes toward insurance and their awareness of DirectProtect. Although additional research still needs to be done, the marketing researchers were able to use a focus group to gather _____ data. hypothetical
generative
questionnaire
evaluative
experiential
Sara Burns is the owner of a company called Spice and was looking for a new product to go with her company’s line of food condiments when a customer suggested combining spices with tea. This is an example of accidental invention.
idea generation.
bootlegging ideas.
serendipitous management.
serendipitous innovation.
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