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 appropriate when trying to understand the underlying reasons for a problem, such as declining sales, as it allows for gathering insights and generating hypotheses.

You Are the Product Manager for Buckstars Coffee, a Nationally