Strategic control is a key activity in the strategic management process. Mr Frisk executes continuous control and improvement to ensure that the chosen strategies are implemented as effectively and efficiently as possible.

3.2. The marketing manager of Under Armour has decided to launch an annual marketing research questionnaire that will establish whether there are any changes in their target market's attitudes and preferences in relation to smart apparel. Which type of strategic control is executed in this scenario? Motivate your answer