Case Study for Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run 1. Should Nike switch a focus on celebrity to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management take the decision. What kind of research should be undertaken? 2. How would you describe the buying behavior of consumers with respect to athletic footwear? 3. Define the marketing research problem facing Nike, given the management decision problem you have identified? How can the internet be used to help Nike in conducting marketing research and in marketing its products?