Scenario 5.2
Use the following to answer the questions.
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 needs to define the problem that he wants to solve through marketing research. This will help him to determine the data needs required to address the problem effectively. Developing a questionnaire or collecting secondary data may not be helpful until he has clearly defined the problem that he wants to solve. Conducting store exit interviews may give him an idea of the problem that the business is facing, but it may not provide a comprehensive understanding of the issue. Identifying a sample frame and contacting the appropriate respondents will be more relevant after the problem has been defined.

Scenario 5.2 Use the Following to Answer the Questions