Defining Objectives and Formulating Problems

Defining the problem and research objectives is the first step involved in the marketing research process.

Learning Objective

Outline objectives and problems as part of the marketing research process

Key Points

The marketing research process involves six steps: 1: problem definition, 2: development of an approach to the problem, 3: research design formulation, 4: data collection, 5: data preparation and analysis, and 6: report preparation and presentation.
The first step in any marketing research study is to define the problem, while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.
This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
There are three types of objectives that can be deployed in marketing research: exploratory research, descriptive research, and causal research.

Terms

Marketing Research
The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Objective
Not influenced by irrational emotions or prejudices.
Systematic
Carried out using a planned, ordered procedure.
ethnographic research
information regarding cultural phenomena

Example

An example of problem definition is reviewing secondary data about a recently launched product and identifying that there seem to be more unmet needs that should be further explored to enhance advertising communication and better connect with the target consumer.

Full Text

Marketing Research Is Systematic and Objective:

Systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.
Marketing research aims to provide accurate information that reflects a true state of affairs and, thus, should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management.

Overview of the Marketing Research Process:

Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

Step 1: Problem Definition

Define the problem and research objectives. The first step in any marketing research study is to define the problem , while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. There are three types of objectives that can be deployed in marketing research:

Question symbol

The first stage of the marketing research process involves defining the problem.

1. Exploratory research

Used to better define a problem or scout opportunities.
In-depth interviews and discussions groups are commonly used.

2. Descriptive research

Used to assess a situation in the marketplace (i.e., potential for a specific product or consumer attitudes).
Methods include personal interviews and surveys.

3. Causal research

Used for testing cause and effect relationships.
Typically through estimation.

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