A small brewery has noticed a 20 percent decrease in the sale of its dark beer 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 beer is bitter and calorie laden, its next step in the marketing research process should be to:

A small brewery has noticed a 20 percent decrease in the sale of its dark beer 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 beer is bitter and calorie laden, its next step in the marketing research process should be to:

A small brewery has noticed a 20 percent decrease in the sale of its dark beer 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 beer is bitter and calorie laden, its next step in the marketing research process should be to:


a. collect the data
b. recognize the marketing problem
c. analyze the marketplace
d. plan the research design
e. specify the sampling plan


ANSWER: d


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