Males Life Mall Shopping: Insights to their shopping interest
One elusive question retailers and advertisers have yet to fully answer is, "Do men really hate
shopping?" While some experts say yes, others remain unsure. So, recently men's health magazine
of Mundawanga hired James Ndambo Consultants, one of the world's largest marketing research
firms to find out. Using an online descriptive research design, James Ndambo Consultants polled
2000 men across the country asking "how" "what" "where" questions about their shopping habits
and preferences. The findings offer direct insights into some misrepresentation about how men
shop or don't shop as well as some lessons for marketers and advertisers.

QUESTION: Critically discuss any five benefits of considering the business environment context
to define the research problem. With examples show how the discussed benefits help firms/
institutions to find answers to the questions, improve and maintain quality.