Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.In which step of the marketing research project would the Volkswagen engineers (who were raised in the no-nonsense cockpits of German cars)realize the issue was that they were not designing cars for North Americans who use their cars like a second office?

Question

Quizplus · Accepted Answer

Defining (or in this case realizing)the problem is the first step of the marketing research process.The research will not produce usable results if this step is not done correctly.

Volkswagen Lost More Than $1 Billion in Its North American