The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey.Somewhat alarmed,this manager directed the marketing staff to construct and administer a customer survey immediately.What phase of the Marketing Research Process has this manager likely skipped?
A)Data Capture
B)Research Configuration
C)Information Reporting
D)Problem Definition
E)Data Analysis

Question

Quizplus · Accepted Answer

The marketing manager has skipped the problem definition phase, where a clear understanding of the research problem must be developed before determining the research objectives and data needed. Jumping straight into constructing and administering a survey without a proper problem definition may lead to irrelevant data and incorrect conclusions.

The Marketing Manager at Widgets R Us Became Aware That