Future Business Leaders of America (FBLA) Advertising Practice test

What is the first step in conducting marketing research?

1. Identify and define the problem.

2. Analyze the data.

3. Develop the research design.

4. Collect the data.

The correct answer is: Identify and define the problem.

Identifying and defining the problem is the foundational first step in conducting marketing research. This stage is crucial because it sets the direction for the entire research process. Without a clear understanding of what issue, need, or opportunity the marketer is trying to address, any subsequent research efforts may be misguided or irrelevant. By articulating the problem, researchers can formulate specific research questions or hypotheses that guide the research design. This ensures that the information gathered will be pertinent and actionable. The clarity gained from this initial step also aids in communicating the focus of the research to team members or stakeholders involved, aligning everyone on the objectives of the study. Hence, starting with a well-defined problem is essential for successful marketing research.