Joy is a marketing manager for Nike. Other manufacturers in her industry are experiencing a shift in demand of their shoes from hi-tops to low-top configuration. It would probably be wise for Nike to perform what in order to see what is going on with this new development?

a) Conduct a market research analysis on consumer preferences for different shoe configurations.
b) Increase the production of hi-top shoes to maintain market share.
c) Ignore the shift in demand as trends in the shoe industry are unpredictable.
d) Invest more in advertising without understanding consumer preferences.