Assigment:
Company ABC, the leader in the market for biscuits has been losing sales on one of its major brands over the past two years. The marketing department in the company claims that the sales people are not doing their job properly, since the biscuit market seems to be growing. The sales management team on the other hand accuses the marketing group of setting impossible targets, without taking into account the fact that no brand can keep growing at an increasing or even a constant rate for ever. Should a marketing research study be undertaken to provide the answer why? Compile a detailed list of other information that should be collected to prior to the research, if it is to be undertake at all.