Author Question: You are product manager for Brand X coffee, a nationally distributed brand. Brand X has been ... (Read 122 times)

nmorano1 · **on:** Jun 29, 2018

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 2

An exploratory study should NOT be used for
a. formulating a problem for more precise investigation.
b. developing hypotheses.
c. establishing priorities for future research.
d. gathering information about the practical problems of carrying out research on particular issues.
e. investigating the strength of the relationship between variables.