Scenario 5.2 Use the following to answer the question.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Colin decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______

Question

Quizplus · Accepted Answer

Colin should define the problem to be researched, which will help him determine his data needs. Understanding the problem will allow him to collect the necessary and relevant data to make informed marketing decisions. Developing a questionnaire or identifying a sample frame may come later in the research process. Conducting store exit interviews may also give him an idea of the problem, but it may not provide enough information to create a comprehensive marketing strategy. Collecting secondary data could be useful, but it may not address the specific issues that his business is facing.