March 13, 2018
Surendra Jagwan
Defining
the problem is the most important step, because only when a problem
has been clearly and accurately identified can a research project
be conducted properly.
• Defining the marketing
research problem sets the course of the entire project
Problem
definition involves stating the general marketing research
problem and identifying its specific components.
• Only when marketing research
problem has been clearly defined can research be designed and conducted
properly.
• Inadequate problem
definition is a leading cause of failure of marketing research
project.
• Better communication and more
involvement in problem definition are the most frequently mentioned
ways of improving the usefulness of research.
Management Decision Problem
The
management decision problem asks what the DM needs to
do, whereas the marketing research problem ask what information is
needed and how it can best be obtained.
• Research can provide the
necessary information to make a sound decision.
• The management decision
problem is action oriented.
It is concerned with the
possible actions the DM could take.
• How should the loss of market
share be arrested?
• Should the market be segmented
differently?
Marketing
Research Problem
The marketing research problem
is information oriented. It wants to determine what information is needed to
make the best decision.
• It involves determining what
information is needed and how that information can be obtained
effectively and efficiently.
• Whereas the management
decision problem focuses on symptoms, the marketing research problem focuses on
underlying causes.
|
Management
decision
problem
|
Marketing
research
problem
|
|
• Asks
what the
decision
maker needs
to do
• Action
oriented
•
Focuses on symptoms
|
• Asks
what information
is needed
and how it
should be
obtained
•
Information oriented
• Focuses
on the
underlying
causes
|
40 Comments:
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