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Melanie Mara presents the multi-method marketing research proposal created by her group with Aaron, focusing on the perceptions of online vs. brick and mortar shopping before and during the COVID-19 pandemic. The research problem and objective were established to understand consumer buying patterns, specifically with Under Armour, amidst the pandemic. The group chose Under Armour as a case study due to its popularity and relevance. The impact of COVID-19 on shopping patterns globally was explored through secondary research analysis.
