Beecham sued the research firm Yankelovich Clancy Shulman (YCS) when its laboratory test market prediction for a

Question:

Beecham sued the research firm Yankelovich Clancy Shulman (YCS) when its laboratory test market prediction for a new product, Delicare, proved to be wrong. Beecham argued that one of the model inputs, the percentage of households using fine-fabric detergents, was assumed by YCS to be 75 percent when it was actually 30 percent. In general, should a research firm be held liable for an inaccurate prediction based on a market research study if the model used:
a. Had an incorrectly entered key number?
b. Had a structure that was found to be faulty (for example, a new-product model that failed to take into account that might not be widespread)?
c. Used a sample that was not representative of the market to be served by the new product?
Distribution
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