While every step in a marketing research project is important, is the most important step.

problem identification and definition

Explanation:

Problem identification and definition is so important because it defines the general problem or issue that must be researched, and it clearly identifies the components of the problem.

If you are not able to define the problem you want to solve and identify what makes up that problem, how can you do any type of research? For example, if I want to prove a theory, I must start with a hypothesis, but without a clearly defined hypothesis there is no theory to prove.  The same applies here, how can I carry on an effective research study if I don't know what I'm looking for?

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explanation:

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answer; signaling;