A chain shoe retailer with 100 stores determined that its monthly sales were 12 percent below expectations on the basis of its retail plan.Which represents a clear statement of a topic to be studied in the problem (issue)definition stage of the marketing research process in retailing?
A) Why has overall sales volume declined 12 percent in comparison to the projected sales level?
B) Why has sales volume declined by at least 25 percent over projected levels in some geographic areas versus a gain of 10 percent in others?
C) Have competitors also had lower than anticipated sales?
D) What is actual versus planned sales on each major merchandise classification (men's, ladies, and children's; slipper, dress shoe, casual shoe, and sneaker line) by store?

Question

Quizplus · Accepted Answer

Option D identifies a specific area of investigation - the actual versus planned sales on each major merchandise classification by store - which could help in identifying the areas where sales are underperforming and where improvements can be made. Options A, B, and C do not provide a focused area of investigation and may not provide as actionable insights as option D.

A Chain Shoe Retailer with 100 Stores Determined That Its