Difference between management question and research question Marketers and managers think in terms of action to solve a problem, improve strategies, adapt to their customers and to the market : DECISION-ORIENTED Researchers develop scientific process in order to collect datas and formulate analysis that will help and inform decision-making processes : PROBLEM-ORIENTED Need to translate management questions into research questions How to translate companies' questions into research question ? 1. Communication with companies : understanding their objectives, their history, their values and their identity 2. Understanding of the context : questioning the history of the company and the market sector 3. Keep the right distance between both