To successfully carry out a marketing research project, Matt needs to make sure that his plan is systematic and objective. I emphasize objectivity as it may be hard to let prejudices and emotions get in the way as this is his family-owned business of over 60 years. In the second step of the marketing research process, Matt needs to identify any factors that could influence the research design and include relevant personnel who will be using the information gathered throughout the process, like the onsite managers of the three different store locations