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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 4

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 4', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 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 Define the Problem Two sources of problems: A problem exists when a gap exists between what was supposed to happen and what did happen, i.e., failure to meet an objective. An opportunity occurs when there is a gap between what did happen and what could have happened called an opportunity. Ch 4 Define the Problem Ch 4 Recognizing the Problem To recognize a problem, managers must be knowledgeable of objectives and actual performance. To be aware of opportunities, managers must have a process for monitoring opportunities, such as opportunity identification. Ch 4 The Role of Symptoms in Problem Recognition “We have a problem we are losing money” Managers must be . | 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 Define the Problem Two sources of problems: A problem exists when a gap exists between what was supposed to happen and what did happen, i.e., failure to meet an objective. An opportunity occurs when there is a gap between what did happen and what could have happened called an opportunity. Ch 4 Define the Problem Ch 4 Recognizing the Problem To recognize a problem, managers must be knowledgeable of objectives and actual performance. To be aware of opportunities, managers must have a process for monitoring opportunities, such as opportunity identification. Ch 4 The Role of Symptoms in Problem Recognition “We have a problem we are losing money” Managers must be careful to avoid confusing symptoms with problems. Ch 4 The Role of Symptoms in Problem Recognition Symptoms are changes in the level of some key monitor that measures the achievement of an objective. The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening. Ch 4 The Role of the Researcher in Problem Definition Researchers should ensure managers are defining the problem correctly. This is particularly true when the manager has already defined the problem in very specific terms. Researchers sometimes take additional investigations, known as a “situation analysis,” to ensure the problem is adequately defined. Ch 4 Impediments to Problem Definition Failure to change behavior for problem definition situations Managers deal with outside suppliers efficiently with little interaction. Marketing research requires a great deal of interaction and communication. Ch 4 Impediments to Problem Definition There are .