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Marketing Research: "Statement of The Problem"

The document discusses marketing research and problem definition. It outlines the tasks involved in problem definition, which include discussions with decision makers, interviews with industry experts, and secondary data analysis. It also discusses the problem audit process and examines the problem's origin and nature. Finally, it distinguishes between management decision problems and marketing research problems, providing examples of each.

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60 views

Marketing Research: "Statement of The Problem"

The document discusses marketing research and problem definition. It outlines the tasks involved in problem definition, which include discussions with decision makers, interviews with industry experts, and secondary data analysis. It also discusses the problem audit process and examines the problem's origin and nature. Finally, it distinguishes between management decision problems and marketing research problems, providing examples of each.

Uploaded by

Just Lynxx
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Nueva Ecija University of Science and Technology

Off-Campus Program

General Tinio, Nueva Ecija

College of Management and Business Technology

MARKETING RESEARCH
“Statement of the Problem”

Submitted by:

Simbulan Rudy

Naga Sonny

Submitted to:

Lecturer: Jeniffer Bulawit


Task Involved in Problem Definition

 Discussions with Decision Makers

 Interviews with Industry Experts

 Secondary Data Analysis

 Qualitative Research

The Problem Audit

The problem audit is a comprehensive examination of a marketing problem with the


purpose of understanding its origin and nature.

 The events that led to the decision that action is needed, or the history of the
problem.

 The alternative courses of action available to the DM.

 The criteria that will be used to evaluate the alternative courses of action.

 The potential actions that are likely to be suggested based on the research findings.

 The information that is needed to answer the DM questions.

 The manner in which the DM will use each item of information in making the
decisions.

 The corporate culture as it relates to decision making.


The Seven C’s of Interaction

The interaction between the DM and the researcher should be characterized by the
seven C’s

 Communication

 Cooperation

 Confidence

 Candor

 Closeness

 Continuity

 Creativity

Factors to be Considered in the Environmental Context of the Problem

 Past Information and Forecast

 Resources and Constraints

 Objectives

 Buyer Behavior

 Legal Environment

 Economic Environment

 Marketing and Technological Skills


Management Decision Problem Vs. Marketing Research Problem

Management Decision Problem Marketing Research Problem

 Should a new product -To determine consumer preferences

introduced? And purchases intentions for the

Proposed new product.

 Should the advertising campaign -To determine the effectiveness of the

Be changed current advertising campaign.

 Should the price of the brand -to determine the price elasticity of

Be increased. Demand and the impact on sales

And profits of various levels of price

Changes.

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