Marketing Management 3(2+1)

Lesson 09 : Marketing Research

Defining the Problem

The most important step in the marketing research process is defining the problem. The problem has to be in the form of questions to illicit required information for decision making. That means that the decision problem has been translated into research problem. For eg. When launching a new product or service the marketer defines the information needed as a problem to know what products are available and how his product has an opportunity over the existing products etc. So questionnaire has to be developed to obtain this information.