How would the market research study

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Reference no: EM132208942

After working hard at the same job for nearly fifty years, Steven James III has finally retired from his position as president and CEO of James & Sons Fireplace & Patio. Reluctantly, his son Steven James IV, who has also worked in the family business since graduating from college, has agreed to take his place at the helm of the nearly one-hundred-year-old company. Steven III knew that he wanted his oldest son to run James & Sons, but convincing him to take the job took a lot of work. Steven IV, who majored in marketing in college, told his father that if he were to take over, he would be taking the company in a different direction—and upon doing so, his first act of business would be a comprehensive market research study to determine the best direction.

How would the market research study that Steven IV is considering best approach each of the following subjects?

-Environmental factors

-Customer attitudes, behaviors, and perceptions

-Product research

-Marketing, advertising, and promotion research

-Corporate research

Reference no: EM132208942

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