You are product manager for Brand X coffee, a nationally distributed brand. Brand X 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 would be
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 for identifying reasons behind the decline in sales, as it helps to investigate the problem in a new light without predefined hypotheses, allowing for the discovery of new insights and understanding of the underlying issues.

You Are Product Manager for Brand X Coffee, a Nationally