Wondering why only 9% of primary users of its product were female, Lego set out to study girls' playing habits. They conducted extensive surveys and spent hours observing how girls played. This is an example of which step in the market research process?

Question

Quizplus · Accepted Answer

The step described in the question involves gathering information through surveys and observation. Therefore, the correct choice is C. The other steps in the market research process include defining the research goal (A), planning the research (B), and making marketing decisions (D).

Wondering Why Only 9% of Primary Users of Its Product