Question

A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks he knows what the problem is and carefully analyzes secondary data to verify his assumption. His next step should be to:

A) Conduct surveys
B) Experiment with new products
C) Collect primary data
D) Continue analyzing secondary data

Answer 1

The marketing manager should conduct surveys to gather primary data from customers and address the sales decline.

Step-by-step explanation:

The next step for the marketing manager, after carefully analyzing secondary data to verify his assumption about the problem with the drop in sales, should be to conduct surveys. Surveys will help gather primary data directly from customers and provide more specific and detailed insights into their preferences, needs, and buying behavior.

This primary data can then be used to make informed decisions and develop effective marketing strategies to address the sales decline.