Client $A$ is a consumer packaged goods manufacture with a well$-$established brand name. The client has focused on manufacturing and distribution for years, while the marketing program has been set on "autopilot." All had been working fine, but there was a hint of emerging problems when, in the preceding year, market share fell slightly. Now, our client has reviewed the current market share report and noticed that over the previous $12$ months, the company's share has gradually eroded $15\%.$ When market share falls, clients are eager to learn why and to take corrective action. In the situations, we know the problem is that we don't know what the problem is$.$ There are many possible causes for this slippage, so we need to determine the most appropriate research design.

Longitudinal study

Exploratory research

Causal research

Secondary data

Descriptive research