l' ' Case Activity: Walmart Despite controlling more than 20 percent of the U.S. retail food market. marketers at Walmart are concerned about the recent news that Kroger, the next biggest competitor, is gaining market share in some of the country's largest metro areas. Kroger. which operates regional stores Harris Teeter. Raiphs. Fry's. Fred Meyer. and more. experienced over 3 percent growth in both Phoenix and Detroit and over 2 percent in Los Angeles over the last two years. Additional competition from Amazon in the grocery category has prompted marketers at Walmart to launch a market research campaign to determine how to best take back market share. Walmart marketers created their research design after a review of industry reports from the Produce Retailer and Grocery Manufacturers Association that showed Insights . on current trends such as online grocery ordering and delivery, prepackaged meal kits, |_ and the continued demand for natural and organic foods. Internal sales data revealed i' -~' .thatWalmart's online grocery ordering service saw double-digit growth over the last two ' - quarters With this information. marketers are ready to move fomard in the marketing Which stage of the marketing research process should Walmart marketers complete next? Collecting primary data Identifying and formulating the problem O Analyzing the data Create a research designWalmart's use of internal data and industry reports suggests: they utilized secondary data. they conducted research to collect primary data. focus groups will not work in their research design. they do not understand the marketing research process.Marketers at Walmart will be gathering their primary data over the next several months. Due to the large number of grocery shoppers they would like to reach, the marketers expect this will take several months. Marketers would like to find a low-cost form of survey research and receive moderate-quality data. Which of the following forms of survey research would best fit these requirements? Focus groups Ethnographic study Test marketing A one-time mail survey