In the second step of the marketing research process, it is most important to do which of the following?
A) identify marketing goals
B) identify existing information relevant to the research question
C) determine the research budget
D) formulate the research question
E) ensure the reliability of the research

Question

Quizplus · Accepted Answer

In the second step of the marketing research process, identifying existing information relevant to the research question is the most important because it allows the researcher to examine previous studies, secondary data, and existing market intelligence to ensure that the research question has not already been addressed, and to identify gaps in knowledge that can guide the direction of the research study. This makes it easier to formulate the research question and determine the research budget while ensuring the reliability of the research. Identifying the marketing goals comes later in the process, once the research question is established.

In the Second Step of the Marketing Research Process, It