You must answer all five $(5)$ questions based on the case study provided on Blackboard. You have three $(3)$ hours to complete this assessment.

Each question is worth $5$ marks, and this assessment accounts for $25\%$ of your final course grade. Please be as concise as possible and only answer with points relevant to the question.

All answers must be based on the sections in the textbook and our discussions in class. Use the appropriate marketing terminology from our text whenever possible.

All answers must be supported with specific detail from the article.

For quick and easy reference, it is recommended that you have a print out of the case study beside you when completing this assessment.

Question $1$

Marketing Research

As the cosmetic industry continues to grow and the market is ever changing, describe the steps in the marketing research process and explain how Shoppers Drug Mart can use this process to increase their share of the market.