Susan Gonzalez, Vice President of Marketing, is assimilating data from published data and customer focus groups the company has conducted regarding the feasibility of a new product. Which stage of the market research process does this illustrate?
A) Defining the problem
B) Gathering information
C) Making a preliminary investigation
D) Planning the research
E) Interpreting information
Question 2
Wondering why only 9 of primary users of their product were female, Lego set out to study girls' playing habits. They conducted extensive surveys and spent hours observing how girls played. This is an example of what step in the market research process?
A) Defining the research goal
B) Planning the research
C) Gathering information
D) Making marketing decisions
E) Interpreting information
Foliage height diversity and bird species diversity (data from MacArthur and MacArthur 1961).
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