As a marketing researcher for a manufacturer of lawn furniture that has experienced declining sales, Ivan is refining his problem definition by gathering information on weather patterns and economic conditions and trying to learn if they have affected sales of the company's furniture in the past. During which stage of the marketing research process is he most likely involved?

Question

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Ivan is in the stage of conducting the situation analysis, where he gathers preliminary data to better understand the context of the problem, such as weather patterns and economic conditions, which could influence sales of lawn furniture. This step helps in refining the problem definition before proceeding to more formal research stages.

As a Marketing Researcher for a Manufacturer of Lawn Furniture