The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly.
"The formulation of a problem is often more essential than its solution" (Albert Einstein). Defining a research problem is the fuel that drives the scientific process, and is the foundation of any research method and experimental design, from true experiment to case study. It is one of the first statements made in any research paper and, as well as defining the research area.
People frequently make the mistake of concentratign on the right answer, instead of asking the right questions. The right answer to the wrong question may be absolutely worthless; indeed, it may even be harmful. Careful problem definition would have avoided the cost and delay of research and would have suggested research on the real problem.
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