Question $4$

$1\mathrm{.}5pts$

You are the marketing manager for a fitness center with two locations in a small city. The owners would like to expand into a neighboring area, but want to perform some marketing research beforehand to better understand customers in that current market. You create an online survey covering everything you want to know, which ends up being $20$ screens long and takes about $30$ minutes to complete. Unfortunately, you are overwhelmed by the information you gather and are unsure how to proceed. What mirstake did you make?

You performed quantitative research when qualitative research would have garnered better results.

Your opportunity was not well defined at the beginning of your marketing research process, which meant you collected data that did not meet your needs.

You performed qualitative research when a combination of qualitative and quantitative research would have garnered the information needed.

You designed the survey to ask for information you wanted, but did not necessarily need for the decision at hand.