Dexter Alvarez learns of a new breakthrough in solar panel technology by reading one of his online science magazines. Being a businessman, Dexter would like information regarding whether or not this breakthrough would make practical some solar panel applications that are presently not in use. Dexter considers hiring a marketing research firm. This would be an example of:
A) identifying a problem through the control process
B) identifying a type of problem that is called an "opportunity"
C) identifying a symptom
D) using a hypothesis to determine the need for research
E) the value of research information being far less than the cost of the research

Question

Quizplus · Accepted Answer

Dexter is identifying an opportunity to explore the practicality of using the new solar panel technology for applications that are not currently in use. He wants to know if this breakthrough can lead to the development of new products or services that can provide a competitive advantage for his business. This type of problem is referred to as an "opportunity" in marketing research. Therefore, Dexter's decision to hire a marketing research firm is an example of identifying an opportunity.

Dexter Alvarez Learns of a New Breakthrough in Solar Panel