Assume 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 80 percent of its frequent travelers agree 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 fares.
B)the campaign was successful in changing perceptions regarding its service.
C)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.
D)its advertising is working.
E)without benchmark measures,it will never know if the campaign was a success or a failure.

Question

Quizplus · Accepted Answer

Without benchmark measures, Greyhound cannot determine if the campaign was successful because there is no prior data to compare the results against.

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