Problem:
Imagine that you are the REI outdoor apparel marketing manager for a particular product category, such as outdoor apparel. You would like to improve market share in this category relative to the competitor you have chosen such as Dicks Sporting Goods, Eastern Mountain Sports. What would you need to know about REI customers who are potential buyers in this product category to develop a new marketing strategy?
List two market research objectives. Then, develop a list of three areas in which you would conduct primary research to meet these research objectives. Each area should be in the form of question you would ask consumers.