The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?
A) develop a research plan
B) determine a research approach
C) define the problem and objectives
D) select a research agency to collect data
E) conduct exploratory and descriptive research

Question

Quizplus · Accepted Answer

The first step in any marketing research process is to clearly define the problem and objectives. This allows the manager to identify the information needed to address the problem and develop a research plan. Without clearly defining the problem and objectives, it is difficult to conduct effective research. Therefore, option C is the best choice for the marketing manager of Appeal Inc.

The Marketing Manager of Appeal Inc