Brand X diapers, a national brand, has been declining in absolute level of sales for the last four consecutive months. The product manager asks the market research department to do a study to determine why sales have declined. The most appropriate research type would be ________.

Question

Quizplus · Accepted Answer

The decline in sales is a new problem, so exploratory research would be most appropriate to generate insights and ideas about the potential reasons for the decline. This type of research would allow the market research department to explore different factors, such as changes in customer needs, preferences or competitors' actions, before moving to more advanced research designs.

Brand X Diapers, a National Brand, Has Been Declining in Absolute