Alpha Company is excited about its new apple juice product. It has a huge advertising campaign planned and has hired a marketing research firm to see how their target demographic—parents of young children—likes the product. Although most of the 500 respondents like the juice, hardly any of them love it and a small percentage report that it tastes like cardboard. The marketing research firm’s analysts want continued business from the Alpha Company. It would be wise for them to _____.

Question

Responses

survey people who are outside of the target group to see how they feel about the juice
survey people who are outside of the target group to see how they feel about the juice

not include the small percentage of comments about the cardboard taste
not include the small percentage of comments about the cardboard taste

survey more people to try to get more favorable responses
survey more people to try to get more favorable responses

report the survey results as they are
report the survey results as they are

Answer 1

The best course of action for the marketing research firm, given the context, would be to report the survey results as they are.

This approach ensures transparency and integrity in their findings. Misrepresenting or selectively reporting data could harm their credibility in the long term and damage their relationship with Alpha Company if the actual product performance does not align with the reported results. Providing an honest view of consumer feedback, including both the positive opinions and the negative comments, will help Alpha Company make informed decisions regarding their new apple juice product.