2. 1
• Define the Problem
2
• Analyze the Situation
3
• Develop a Data-Collection Procedure
4
• Gather and Study Information
5
• Propose a Solution
3. Define the Problem
• Clearly state the problem.
• Have several people review it to make sure it is
understandable.
• Be specific
• Know what to study, whom to involve, and the types of
solutions or results that might be appropriate.
4. Analyze the Situation
• Be able to determine how to solve it.
• Identify what is already known about the problem
• Identify the information currently available
• Identify the possible solutions that have already been
attempted.
5. Develop a data-collection procedure
• Know where to obtain information
• Know the most efficient ways to obtain the information
• Secondary data – Info already collected for another
purpose (gov reports, studies by colleges, trade
associations, etc)
• Primary Data – info collected for the first time to solve the
problem being studied.
• questioning and observing customers
• conducting focus groups
• Conducting surveys through the mail, with the telephone or Internet.
• Conducting personal interview surveys
6. Propose a Solution
• After formal research projects are completed, the
collected data must be interpreted
• Often done through statistics
Gather and Study Information
• After data has been interpreted and time taken to review the
results, marketing managers can make decisions regarding the
problem.
• Managers should be able to apply the results – otherwise it can
indicate poor planning of the entire project.
• Remember! You should be constantly retracing and rethinking
the process.
