In 1985 Coca-Cola replaced its original formula with New Coke, then had to bring back Coca-Cola Classic after public protest, leaving New Coke with only 0.1 percent of the market. Which marketing research mistake did the company make?
Correct answer B. They defined their marketing research problem too narrowly
Explanation
Coca-Cola's research focused narrowly on taste tests and ignored consumers' emotional attachment to the original brand, so the problem was defined too narrowly and the results were misleading.
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