市场营销课件05-prob def rsch prposal.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 5: Problem Definition and the Research Proposal Problem Discovery and Definition First Step Problem, Opportunity, or Monitor Operations Discovery before Definition Problem means Management Problem “The formulation of the problem is often more essential than its solution.” Albert Einstein Problem definition The indication of a specific marketing decision area that will be clarified by answering some research questions. Ascertain the Decision Maker’s Objectives Decision makers’ objectives Managerial goals expressed in measurable t