A Small Confectionary Company Has Noticed a 20 Percent Decrease

Multiple Choice

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?

A) collect the data
B) recognize the marketing problem
C) analyze the marketplace
D) plan the research design