Downy is a high-quality fabric softner produced by Procter & Gamble (P&G). It is the leading brand in Egypt, only competing with a few imported (and expensive) brands with minimal market shares. However, P&G managers believe that Downy may have a potential far beyond its current sales in Egypt. They hired a marketing research agency to explore how to increase sales; which may be either by increasing usage among current users (A-Class), or by attracting new users (B-Class).

a) What is the management decision problem?

b) List three possible research questions?

c) Recommend a research design for this project. List the research techniques/tools that you plan to use in a logical and chronological manner. Make sure to use marketing terms, such as primary/secondary, exploratory/conclusive, qualitative/quantitative, etc...

d) Develop a focus group discussion guide?