Why is it important for decision makers to be cautious when relying solely on exploratory research findings?

You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy is a(n)

The two fundamental sources of marketing research problems are

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the marketing research process has this manager likely skipped?

A store manager for Aldi noticed that several of its regular customers have stopped coming to that store. The manager also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as

The main purpose of discovery-oriented marketing research is to

Which of the following would NOT benefit from causal research?

Why is meeting with the requesting manager(s) early in the problem definition process important?

What advantage do marketing researchers who work for producers possess after closely working with marketing intelligence?

Why is it important for managers to understand the process of marketing research and what they are asking of researchers?