MK 370 Lecture Notes - Lecture 12: Entscheidungsproblem, Swot Analysis
22 Aug 2016
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Chapter 4 problem definition and research objectives. Defining the problem is the most important step in the marketing research process. If the wrong problem is defined, all the remaining steps in the marketing research process are wrong. Type of gap: problem: b/w what was supposed to happen and what did happen. Ex: sales volume is below the quota. Roi is below the goal: missed opportunity: b/w what did happen and what could have happened. Ex: increase in sales if product features are modified; roi increases if new territory is added. Symptoms (changes in the level of some key monitor sales volume, customer satisfaction. The role of the researcher in problem definition. Researchers should ensure managers define the problem correctly. Steps to defining the problem : situation analysis: swot; know the envt/market. *secondary data: not as specific to what you want, not up to date, can"t ensure accuracy, but you don"t have to waste resources to conduct it yourself.
