Carmex: Leveraging Facebook for Marketing Research While Carmex has been marketing lip balm since 1937, only recently hos Carmex begun to focus on competition and growth. Carmex has used social media tools to support many of its growth initiatives including product line extension, International growth, new product development, and product line expansion Facebook provides Carmex with the unique opportunity to research potential lip balm varieties in the United States by engaging with its target audience online Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. Marketing researchers collect information to help marketing managers reduce risk and improve their marketing decisions. There are five steps in the marketing research approach: (1) defining the problem. (2) developing the research plan. (3) collecting relevant information. (4) developing findings, (5) and taking marketing actions Assume Carmex used both the poll and the contest on Facebook in an attempt to increase 'engagement" and "likes" on the Carmex page If "likes" did not increase but "engagement increased by 10 percent, one would conclude that the contest was successful at driving results than the poll Multiple Choice fractionally more less O fractionally O more less equally far more