Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, smoke, or wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if consumer health concerns about grilled meat causing cancer are responsible for the decrease in sales. The manager wants to conduct marketing research to see if the firm needs to modify the product or advertise more. The marketing manager
A) is in the first stage of the market research process.
B) is uninformed about the scientific and political issues involved.
C) will have to rely solely on secondary data.
D) will next need to determine how the gathered data will be processed.

Question

Quizplus · Accepted Answer

The first step in the research process is to determine explicitly why the research is needed and what it is to accomplish.