1. Identifying and Defining a Research Problem

8. One of the most challenging task is defining the research problem such that the research yields information that directly addresses the management issues. The end result should be for management to understand the information fully and take action based on it. Clearly identification and definition of marketing research problem cannot be overstated.

10. Management Decision Problem Definition : problem confronting the decision maker. It asks “What does the decision maker needs to do”. Action oriented process How should the loss of market share be arrested? Should the market be segmented differently? Should a new product be introduced? Should the promotional budget be increased?

11. Marketing Research Problem Definition: A problem that entails determining what information is to be needed and how it can be obtained effectively. Marketing research problem is information oriented.

12. Departmental store patronage project DM: we have seen the decline in the patronage of our store. R: How do you know that? DM : well, it is reflected in our sales and market share. R: Why do you think that your patronage has declined? Dm : I wish I knew. R: What about competition? DM: I suspect we are better than competitors on some factors and worse on others. R: How do the customer view your store? DM: I think most of them positively, altough we may have a weak area or two.

13. Management Decision Problem What should be done to improve the patronage of the store. Marketing Research Problem Determine the relative strengths and weakness of sears, vis-à-vis other major competitors, with respect to factors that influence store patronage.

27. THANK YOU What is now my problem ?