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Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business: even though it seemed to be ideally located,sales were extremely disappointing.
-Refer to Scenario 4.2.Colin decided to apply some of the things he had learned in his MBA marketing research class to his business.The first thing he did was to

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Colin decided to apply marketing research techniques to solve the problem of poor sales. In order to do so, the first step is to define the problem to be researched, which is the most crucial step in the research process. Developing a questionnaire, identifying a sample frame, conducting store exit interviews, and collecting secondary data are all steps that come after defining the problem.

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