You Are Product Manager for Brand X Coffee, a Nationally

Multiple Choice

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.