With acculturation, individuals can become more or less tolerant of other cultures. This case asks students to design scales to gather responses on acculturation attitudes toward multinational ads. The territory of Hong Kong and its 6 million residents were returned to China on July 1, 1997. Hong Kong will be allowed to preserve its capitalist economy for 50 years. The people of Hong Kong were asked in a questionnaire how they felt about this shift of power.
Students evaluate whether the questionnaire is designed to adequately address the issue.
The New Coke Fiasco Coke's market research in the early 1980s led them to conclude that they could improve their Coca-Cola product to stem the tide of eroding sales in the late 1970s. The case asks students to examine the reliability and validity of Coke's research. In this case, students must determine whether television ratings in China should be in the hands of individual television stations or an independent national ratings service in order to maximize the amount of ad spending in China by American and European companies. On numerous occasions companies have ignored what their customers seemed to be saying during test-market studies and went on to find amazing success with their product. The Chrysler minivan, Compaq personal computer network servers, and the Fox Broadcasting Network are a few examples.