MARK 302 Chapter Notes - Chapter 2: Iceberg

• School: Concordia University
• Department: Marketing
• Course: MARK 302
• Professor: Mrugank V.Thakor

Document Summary

Problem definition, exploratory research, and the research process. The critical importance of correctly defining the problem. Ultimate goal is to develop clear, concise, and meaningful marketing research objectives. Opportunity identification - using marketing research to find and evaluate new opportunities. Find out why the information is being sought. Discuss what info will be used for and what decisions might be made as result of research. Try to get client or manager to prioritize their questions. Rephrase questions in several slightly different forms and discuss differences. Create sample data and ask if such data would help answer questions. Remember that more clear-cut you think questions are and more quickly you come to feel that questions are straightforward, more you should doubt that you have understood real need. Situation analysis - study of decision-making environment within which marketing research will take place.