In the recent last two years the company has faced static sales while the sales of other firms have been rising and it would like to identify the factors causing this. As a first point of obtaining feedback the firm decides to conduct a sample survey of its more than 2700 dealers to obtain feedback from them-after all, dealers do get customer reactions and also stock the products of competing brands. ABC has three types of dealers: specialty stores, supermarket chains and ‘mom and pop’ outlets.
1. If you were to consider the ‘sequence’ of the marketing research process what is the first “stage” of the process.
2. Write in detail what the “design of study” stage of marketing research may involve in the specific context of the information provided in 2 above.