Problem‐Definition in Marketing Research Studies
Abstract
Describes an approach that assists decision makers and market research analysts in problem‐definition in market research studies. Examines the two‐stage process of formulating an explicit research objective and developing a series of research questions to achieve that objective, illustrating the approach with examples. Concludes that while the approach does not provide insight into what is the right problem, it represents an aid to designing effective market research studies.
Keywords
Citation
Chapman, R.G. (1989), "Problem‐Definition in Marketing Research Studies", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 51-59. https://doi.org/10.1108/EUM0000000002547
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited