The stage in the market research process that provides guidance and direction for the entire marketing research programme is:

Question

Quizplus · Accepted Answer

Defining the problem and research objectives is the first and most important stage in the market research process. It provides guidance and direction for the entire marketing research programme, as it helps identify the problem or issue that needs to be addressed, and sets clear and specific research objectives that will guide the research plan, sampling plan, data collection methods, and analysis techniques. Without a clear understanding of the problem and research objectives, the research may be misdirected or produce irrelevant findings.

The Stage in the Market Research Process That Provides Guidance