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.

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