A small confectionary company has noticed a 20 percent decrease in the sale of its milk chocolate over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark chocolate provides more health benefits, what should its next step in the marketing research process be?

Question

Quizplus · Accepted Answer

The next step in the marketing research process would be to plan the research design. This would involve determining the specific research questions that need to be answered, selecting the research method (such as surveys or focus groups), choosing the sample size and population, and deciding on the data collection process. This step is critical in ensuring that the research is conducted accurately and effectively to provide useful insights into reversing the trend.

A Small Confectionary Company Has Noticed a 20 Percent Decrease