Matt Brown and his family own Everything Automotive. The store would be described as a typical auto parts store with expert consulting service. The company has been in the family since 1958, originally started by his grandfather, Joe Brown. There are currently three different locations: Mountainview, Meadow Valley, and Hilldale. Mountainview is the north location and is about 35 miles from Meadow Valley.

Consequently, Hilldale is located about 20 miles to the south of Meadow Valley. Matt's managing director is Mark Jones, and each of the locations has an onsite manager. Everything Automotive (EA) has been part of the Independent Auto Parts Association for the last 25 years, and this has allowed them to stay somewhat competitive with the large chains of today.

As of 2017, Mountainview has been enjoying a six percent profit on average over the last five years; Meadow Valley's profit has been zero percent during that same time, while the Hilldale location has been losing about two percent.

Matt Brown believes it is now time to make some decisions as to the future viability and direction of EA. He feels the company has become out of touch with its customers and less competitive with product offerings.

Therefore, he has decided to undertake a comprehensive marketing research campaign with an attempt to properly position his product and become more profitable. His primary questions right now are:

1. Who are our customers?
2. How do our customers differ at the different locations?
3. What are our customers' preferences and habits?
4. How do we get and keep more customers?
5. What advertising approach should we be using?

These are the big questions. As we move forward through the book, more questions will inevitably appear.

Describe the marketing research process you recommend to the owner of Everything Automotive, Matt Brown. 

Address the following in the template provided:

Identify the research problem clearly and justify why you selected it. 

Clearly and explicitly specify hypotheses (i.e., research questions) central to the problem you have selected. 

Describe the data needed to adequately test the hypotheses and explain how the data will be obtained. 

Describe the methods you will use to analyze the data to determine whether your hypotheses are true or false.

Answer rating: 100% (QA)

Certainly heres a recommended marketing research process for Everything Automotive considering Matt Browns objectives 1 Research Problem Problem Statement The research problem is to understand and add... View the full answer