General Motors did research on what became the minivan-a small van suitable for families.The research did not convince them to produce it.Later,Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans,which turned out to be among the most successful models in automotive history.This example most closely demonstrates that:
A)Marketing research does not always provide management with the right answer.
B)Marketing research does not provide correct answers most of the time.
C)Management should question the methods used to conduct product market research.
D)Marketing research is not as reliable as management's intuition.

Question

Quizplus · Accepted Answer

The example shows that even though research was conducted, it did not convince General Motors to produce the minivan. This suggests that marketing research does not always provide management with the right answer, as shown by the success of minivans produced by Chrysler without GM's approval.

General Motors Did Research on What Became the Minivan-A Small