When Home Depot entered the Quebec market in Canada,2 percent of people were aware of the retail chain.To determine advertising effectiveness during the first 18 months in Quebec,awareness research was done a second time.For this research,it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of

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Effective decision makers develop specific measures of success,which are criteria or standards used in evaluating proposed solutions to the problem.Different research outcomes,based on the measure of success,lead to different marketing actions.In the case of Home Depot,the measure of success criterion was "if at least 50 percent of a 600-person sample of the population are aware of the Home Depot brand."

When Home Depot Entered the Quebec Market in Canada,2 Percent