It involves a search for causation among symptoms, problems, and decisions.
A symptom is a condition that indicates the existence of a problem, and we, must be careful not to confuse this with a problem.
Symptoms occupy an essential place in the problem-solving process, for the underlying problem. A problem exists whenever one faces a question whose answer – or a need whose fulfillment – involves doubt and uncertainty.
If there is no answer or solution, there is no problem (although the consequences might be terrible); and if there is only a single possible answer or solution, there is no problem.
A decision is a determination or resolution of a question. In the terms of a business executive, a decision is the determination of a course of action to be taken.
Many routines or repetitive decisions to which marketing research is applied often invoke a complex of problems, and considerable work is entailed in the choice of the best available course of action.
Business problems are not found by surprise or accidental circumstances. The persons who find problems are sensitized to be on the alert and are prepared to find them.
Always there is evidence that the searching mind penetrates with insight. Our abilities can go beyond intuition or a sixth sense. Fortunately, there are means available to sharpen our capacities in problem discovery.
First, an understanding of the different types of difficulties or symptoms which may call for decisions is useful.
Second, provision of a marketing information system may often signify the existence of the problem to a decision maker.
2. PROBLEM DEFINITION
The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.
Problem definition involves discussion with the decision-makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
Once the problem has been precisely defined, the research can be designed and conducted properly.
It involves a search for causation among symptoms, problems, and decisions.
A symptom is a condition that indicates the existence of a problem, and we, must be careful not to confuse this with a problem.
Symptoms occupy an essential place in the problem-solving process, for the underlying problem. A problem exists whenever one faces a question whose answer – or a need whose fulfillment – involves doubt and uncertainty.
If there is no answer or solution, there is no problem (although the consequences might be terrible); and if there is only a single possible answer or solution, there is no problem.
A decision is a determination or resolution of a question. In the terms of a business executive, a decision is the determination of a course of action to be taken.
Many routines or repetitive decisions to which marketing research is applied often invoke a complex of problems, and considerable work is entailed in the choice of the best available course of action.
Business problems are not found by surprise or accidental circumstances. The persons who find problems are sensitized to be on the alert and are prepared to find them.
Always there is evidence that the searching mind penetrates with insight. Our abilities can go beyond intuition or a sixth sense. Fortunately, there are means available to sharpen our capacities in problem discovery.
First, an understanding of the different types of difficulties or symptoms which may call for decisions is useful.
Second, provision of a marketing information system may often signify the existence of the problem to a decision maker.
2. PROBLEM DEFINITION
The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.
Problem definition involves discussion with the decision-makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
Once the problem has been precisely defined, the research can be designed and conducted properly.
