Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort?
A) Define the research problem and establish research objectives.
B) Analyze, interpret, and summarize the results.
C) Determine the sources of information to fulfill the research objectives.
D) Consider the costs and benefits of the research effort.
E) Gather relevant data from secondary or primary sources, or both.

Question

Quizplus · Accepted Answer

In this case, while embarking on his research effort, Bert Wong should first define the research problem and establish research objectives.

Bert Wong Has Decided to Pursue a Marketing Research Effort