Marvel Co. manufactures and markets aromatherapy candles and oils. Its marketing manager is engaged in marketing research to determine if the company should expand the number of retailers that carry its products. During the informal investigation, he should:

Question

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During the informal investigation phase of marketing research, the focus is typically on gathering preliminary information that will help define problems and suggest hypotheses. This phase does not usually involve formal processes such as creating research hypotheses, testing questionnaires, comparing marketing mixes, or paying for primary data collection. These activities are more aligned with later stages of research after the initial exploratory phase has identified specific areas of interest or concern.

Marvel Co Manufactures and Markets Aromatherapy Candles and Oils