According to the marketing vice-president of a regional soda manufacturer, "we need to better understand the reason(s) for the comparatively slow growth of our bottled water brand relative to our major competitors." This executive should focus on which stage of the marketing research process?

Question

Quizplus · Accepted Answer

The executive's statement indicates a need to understand the underlying reasons for slow growth, which is a problem identification stage. Defining the issue clearly is crucial before any data collection or analysis can be effectively conducted.

According to the Marketing Vice-President of a Regional Soda Manufacturer