A retailer determined that its monthly sales were 22 percent below expectations on the basis of its retail plan.Which stage of the marketing research process should the retailer be concerned with?
A) making recommendations
B) defining the problem
C) analyzing primary data exception reports
D) implementing findings

Question

Quizplus · Accepted Answer

The retailer should be concerned with defining the problem since it has identified a discrepancy between actual sales and its retail plan. This suggests that there may be a problem with the initial assumptions or data used in developing the plan, which should be investigated further. The other stages (making recommendations, analyzing primary data exception reports, and implementing findings) are not relevant until the problem has been clearly defined.

A Retailer Determined That Its Monthly Sales Were 22 Percent