Marketing Research MR$3033$ Section $301$

In$-$Class Exercise #$1$

Thinking about the marketing research process, the first step is to clearly identify the problem, which will enable the market researcher to establish a clear objective. While it's tempting to think of the term "problem" as something that has gone wrong, we can also think of it as something that needs a solution or an opportunity that needs to be unpacked.

When a company has a well$-$defined research focus, you, as the MRP$,$ are wellpositioned to make the best use of the company's time and money.

Some examples:

For example, a management problem like the one made up for Atmosphere earlier, "Our sales of camping supplies have been at a record low for the past six months, can be converted to a marketing research objective as follows:

To identify the primary reasons for low sales of Atmosphere's camping supplies in the last six months.

As well, the marketing research objective can be stated as a hypothesis. which is a statement of explanation based on initial evidence, which may be proved or disproved, as in the following:

Atmosphere's low sales of camping supplies are directly related to the entry of a new competitor six months ago.

You have been asked to do the following:

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Short Answer

Identify a management problem that might need solving on your campus. Examples might revolve around the quality of food service, library services, or classroom technology. After clearly defining it$,$