Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The classification of marketing research activity will the company will be performing:
A) Improving marketing as a process
B) Identifying market opportunities and problems
C) Monitoring marketing performance
D) Generating, refining, and evaluating potential marketing actions

Question

Quizplus · Accepted Answer

Identifying market opportunities and problems. The research firm is conducting market research to gather demographic data in order to help Abe make an informed decision about where to locate his restaurant chain. This falls under the category of identifying market opportunities and problems.

Abe Would Like to Locate a New Unit of His