The company, which produced a popular brand of cosmetics, was facing a decline in sales. Alexandru's team had conducted some market research, but they couldn't seem to identify the root cause of the problem. That's when Alexandru remembered Dr. Catoiu's book on marketing research, "Cercetari de marketing. Tratat" (Marketing Research. Treatise).
Inspired by Dr. Catoiu's advice, Alexandru decided to conduct a marketing research project to better understand their customers. He assembled a team of researchers and together, they designed a mixed-methods study that included both qualitative and quantitative data collection and analysis methods.
The results were remarkable. Sales began to increase, and customer satisfaction ratings soared. Alexandru's team had successfully identified the root cause of the problem and developed a solution that met the needs of their customers.
Alexandru had studied Dr. Catoiu's book during his university days and had found it to be an exhaustive resource on marketing research. He decided to revisit the book and see if he could find some answers.
