... to test the company's advertising. The research showed that the advertising was reaching the right people with the right message the management was puzzled. It turned out that the real problem was that the store was not delivering the prices, products and service promised in the advertising. The problem was wrongly diagnosed. The now famous Coca-Cola fiasco where the company decided on market research to drop traditional Coke in favour of New Coke, with ... disastrous results, clearly demonstrates the problem of identifying the real problem and defining the research objectives. Setting ...

• Word Count: 2825
• Approx Pages: 11
• Grade Level: Undergraduate