Questions: 1. What steps of the six-step marketing research process are evident in this case?

2. What is the role of marketing research in marketing decision making suggested by this case?

3. Define the management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and show the linkages between the two.

4. If Marcello and Litzenberger decide to conduct this study, what research design should they adopt? Relate the different phases of the research design to specific aspects of the marketing research problem.

5. What kind of secondary and syndicated data would be helpful in addressing the questions raised by Marcello and Litzenberger? What is the role played by such data?