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 not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service
B) without benchmark measures, it will never know if the campaign was a success or a failure
C) its advertising is working
D) the campaign was successful in changing perceptions regarding its service

Question

Quizplus · Accepted Answer

Without pre-campaign benchmark measures of customer perceptions, Greyhound cannot accurately determine if the advertising campaign improved perceptions of its service.

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