This case illustrates the classic case of misdirected research effort. Information is presented that is based upon an erroneous assumption and has little to do with the real problem faced by Cessna’s management. 

1. What is the management decision problem? 

2. Define the marketing research problem(s). 

3. Develop the marketing research objectives. 

4. Explain how a marketing researcher should use the problem definition process to answer the above questions.