February 25, 2019
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
|
