in quality. The marketing manager collected opinions of members of salesforce.
Information gathering through formal interviews:
After getting some awareness about the problem the marketing managerformally conducted the interview of some stakeholders for the purpose of collecting more information. These interviews disclosed some more viewsabout the problem. These are as follows;
Promotional campaign was poorly executed.
Retailers have insufficient stock to meet the demand of the customers.
There may be some problem in distribution of product. This information is collected primarily.
Formulating a theory:
Based on all this information, the marketing manager develops a theoryincorporating all relevant factors due to them the sales do not increase. Themarketing manager integrates all information in a logical manner. Heconsidered the effect of price, quality, distribution, on the sales. He alsoconsidered the effect of ineffective promotional campaign. With the help of this theory all the variables are tested.
Hypothesizing is the logical step after theory formulation. From such theory,the marketing manager generates the hypothesis for testing. One among of them may be; The promotion was poorly executed. The effective promotion will increase the sales.Promotion has great effect on sales.
Further scientific data collection:
The marketing manager develops a short questionnaire on the variousfactors theorized due to them the sales does not increased. Thequestionnaire includes these types of questions;
Is the price of the product is appropriate?
Is the quality of the product is up to the mark?
Is the product is easily available at retail stores?