Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research.At the end of the six-month period,Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service.Greyhound can conclude that:
A) the campaign was successful in changing perceptions regarding its service
B) the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service
C) its advertising is working
D) without benchmark measures, it will never know if the campaign was a success or a failure

Question

Quizplus · Accepted Answer

Without benchmark measures, it is impossible to determine whether the campaign was successful. Greyhound needs to have a baseline measure of customer perception before launching the campaign to compare with the end result. Therefore, it cannot clearly conclude the campaign's success or failure based on this study alone.

Assume That the Greyhound Bus Company Runs a Six-Month Advertising