You Are Working in the Marketing Area of a Large

Multiple Choice

You are working in the marketing area of a large firm, and the CEO has just expressed her anger at the marketing research done by your area. She said, "This doesn't help me at all. How much money and time have we wasted? And, how did this happen? Aren't you supposed to be marketing professionals?" You and your team are trying to understand just what went wrong before going back to the CEO. Which of the following is NOT a possibility your team should consider?

A) The team could have started at the end and worked backwards to the beginning.
B) The team could have gotten a better definition of what the CEO wanted to know before beginning the research.
C) The team could have designed the research better in order to get better qualitative and quantitative information.
D) The team could have hired an outside agency to do the research instead of doing it themselves.