have to crank engine 8-15 times before starting?

It is possible that you just have a dirty fuel filter. That said however, it is also likely that the High pressure fuel pump is bad. I am pretty sure your bronco has 2 fuel pumps. one in the tank, a low pressure pump and one on the frame rail drivers side, the high pressure pump. If you know the fuel filter is clean and good then they are asking you to check the fuel pressure. I don't know which engine you have, but common specs for this vehicle show that you need 35-45 lbs. of pressure key on engine not running and 30-40 lbs with the engine running. As soon as you turn on the key the pump will cycle, (you should hear it) for a few seconds, it is building up the required pressure. If the pump is weak, you could have problems starting like you have. that is why they are telling you to have the fuel pressure tested.