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The president of a small chain of women's clothing stores was concerned about a four - year trend of decreasing profits. The stores have been

The president of a small chain of women's clothing stores was concerned about a four-year trend of decreasing profits. The stores have been characterized as being rather conservative over the years with respect to the product line, store decor and advertising. Their market is now becoming extremely competitive because several aggressive fashion stores are expanding and are aiming at the young fashion conscious buyer. The president is considering making the product line appear less conservative and more oriented towards the young buyer. Before making any changes, the president feels it is prudent to conduct some marketing research and has hired you (to do the market research).
Briefly discuss the steps in the marketing research process that you will utilize in this regard.

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