You are the product manager for Buckstars Coffee,a nationally distributed brand.Buckstars has been declining in absolute level of sales for the last four consecutive months.You ask the marketing research department to do a study to determine why sales have declined.The most appropriate research strategy is
A)an experimental study.
B)a field experiment followed by an exploratory study.
C)an experimental study followed by a descriptive study.
D)an exploratory study.
E)a descriptive study involving a field survey of actual and potential customers.

Question

Quizplus · Accepted Answer

An exploratory study is most appropriate when the objective is to understand the reasons behind a particular phenomenon, in this case, the decline in sales. It allows for an open-ended investigation without predefined hypotheses, which is suitable for identifying the underlying issues.

You Are the Product Manager for Buckstars Coffee,a Nationally Distributed