Defining the Problem and Determining Research Objectives. The Importance of Properly Defining the Problem • Properly 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. | Defining the Problem and Determining Research Objectives The Importance of Properly Defining the Problem Properly 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. Ch 4 2 Define the Problem Two sources of problems -A problem exists when a gap exists between what was supposed to happen and what did happen . failure to meet an objective. -An opportunity occurs when there is a gap between what did happen and what could have an opportunity. Ch 4
