The marketing manager for Brand K retail stores is in the process of getting primary data from customers to learn which current products need improvement. She is using a probability sampling method, but is having trouble figuring out how to contact customers and get them to participate. She is also debating alternative ways to record the responses so that they can be analyzed. She is concerned with the ________ part of the market research process.

Question

Quizplus · Accepted Answer

The marketing manager is currently struggling with "how to contact customers and get them to participate," indicating she is still in the data collection phase of the research process. Therefore, Choice C (data collection) is the best answer. While she may also be considering alternative ways to record responses (data analysis), this is not the primary concern mentioned in the scenario.

The Marketing Manager for Brand K Retail Stores Is in the Process