Question

Bessie has decided to pursue a marketing research effort to acquire information before her company makes a strategic relocation move to the West Coast. What would be the first step that Bessie (and the marketing researchers) should take as she embarks on the research effort?

Answer 1

Answer:Bessie and the market researcher need to define the Problem and Research Objectives

Explanation:

Bessie and the market researcher need to have an agreement on the problem and research objectives.

Bessie is responsible for taking decisions in the company and will have information concerning the problem and they can use that information for the research but the researcher comes with the way in which the research can be carried out.

When the problem has been established Bessie and the researcher will then have to embark on finding the objectives for the research.

The objectives will help identify the problem and establish a hypothesis that they can work with.

The objective will define things like the target market for the product and all information about the target customers.

When the problem is clear and research objectives have been established then the process of researching can begin so that Bessie can establish everything about her target customers , threats and opportunities.

Answer 2

First step would be to define the opportunity and establish the research's objectives.

Explanation:

In the marketing world, it is commonly known that there is a 5 Step Process for marketing research. The steps are the following:

1. Define the Opportunity (Problem)
2. Stablish your research goals or objectives
3. Collect Relevant Data and Information
4. Analyze Data and Report Findings
5. Put Research Into Action

Regarding Bessie's decision to relocate to the West Coast, she still has to determine what product-needs consumers have in that particular region (that's defining the opportunity). Then, depending on the research's particular opportunity or problem, she'll have to conduct an investigation on consumers' habits, existing or potential competitors, cultural-specific views or costumes, state market laws, etc (that's establishing the research goals/objectives).