A US cell phone manufacturer observes the demand for its newly launched cell phone model decreasing as sales decreases. Its CEO wants you, the marketing research manager, to conduct exploratory research to identify the problems and the factors causing the decline.
- What process would you take to define the problems in this research?
- What are your research questions to be answered through this research?
- What are the key characteristics of exploratory research? Would you recommend exploratory research to the CEO? Why yes and no?
Brown, T.J., Churchill, G.A., & Suter, T.A. (2018). Basic marketing research (9th ed.). Mason, OH: South-Western Cengage Learning. ISBN-9780357690512