Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use

Marketing research

Explanation:

It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services

marketing research

Explanation:

Basically Canadian book promoters are trying to determine how can the Canadian bookstore industry can bounce back. This is a common problem that may brick and mortar retailers experienced everywhere, with many of them closing. Since they are trying to find out how to reverse this situation and attract more customers, they should carry out a marketing research.  

A marketing research is the process by which relevant consumer and market information is gathered and analysed. If carried out properly, this information should help to better focus marketing strategies to increase total sales and market share. It should help businesses to better determine the unsatisfied needs of consumers and which products or services can satisfy them.

a) both were commissioned explorers