Question

Question text

Scenario: The Marketing Firm has been trying for years to land a contract with a large national brand soda, 'Enjoy'. Enjoy has a long time relationship with The Marketing Firm's largest competitor, 'Smile'. Enjoy has been loyal to Smile and has denied all requests by The Marketing Firm to do a presentation or submit a bid for their consideration. There have been some leadership changes at Smile and apparently the relationship is fractured. After years of effort, Enjoy has finally accepted The Marketing Firm's request to present their marketing ideas.
The team assembles to begin working on their presentation and marketing ideas for Enjoy. Jill says, "My research indicated that last month Enjoy sodas were sold more in suburban areas than in metropolitan areas." Sandy replied, "That makes sense. There are more homes in suburban areas and office buildings in downtown areas." Mandy replied, "So, children drink Enjoy more than adults." Jill says, "That's it, our marketing should appeal to the youth."
The team presents Enjoy with a mascot; a cartoon character in the form of a purple monkey. The executives at Enjoy were speechless. They have never catered to children and were surprised that The Marketing Firm had gone in that direction. Enjoy was not impressed by the mascot idea and advised The Marketing Firm that they would not be need their service.
Based on the scenario, answer the following question:
The team reviewed sales data based on demographic location. They needed two more resources to help them develop the marketing plan. Which are they?

Select one:

a. Customer surveys and historical sales data.

b. Customer surveys and seasonal sales data.

c. Seasonal sales data and interviews of members of the Enjoy's sales team.

d. Customer surveys and interviews of the competitors teams

Scenario: Company X recently hired two employees to fill the newly designed role of quality assurance. The new employees implemented a quality monitoring process. Mr. G has been managing the department for four years without issues. Recently, several quality issues have occurred. Mr. G. is certain that the new quality assurance employees are causing the issues because the other three employees had been working at X for four or more years.
The assistant manager tells Mr. G. that he is not sure it is the two new employees causing the issues because they had experience in quality and seem to find all the errors. The tenured employees maintain that they know their jobs and do not have a history of making mistakes.
The director of the department is tired of the excuses and told Mr. G. that he wants the problem solved and wants to see data to support the solution in two weeks.
Is Mr. G. displaying bias? Why or why not?

Select one:

a. Yes. Mr. G. is certain that the new quality assurance employees are causing the issues because the other three employees had been working at X for four or more years.

b. Yes. Mr. G has been managing the department for four years without issues.

c. No. Mr. G. is certain that the new quality assurance employees are causing the issues because the other three employees had been working at X for four or more years.

d. No. Mr. G has been managing the department for four years without issues

Answer 1

"My research indicated that last month Enjoy sodas were sold more in suburban areas than in metropolitan areas." Sandy replied, "That makes sense. There are more homes in suburban areas and office buildings in downtown areas." Mandy replied, "So, children drink Enjoy more than adults." Jill says, "That's it, our marketing should appeal to the youth."

If you look at the above statement , it clearly says that " last month Enjoy sodas were sold more in suburban areas than in metropolitan areas."

this means that the marketing firm has looked only at the last month data ( seasonal data ) on the basis of which they have formed a conclusion , which is wrong . A research firm should look at the long term trends (going back years , not just months ) under various economic conditions to arrive at a conclusion . Hence short trem tends (like monthly or weekly data) do not give the correct picture and can lead to large losses if the plans are implemented basis that.

It is just like concluding about the season basis one day temperature - we have to take long term data .

Hence Option a ) is the correct answer .

a. Customer surveys and historical sales data.

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