Marketing Research

Management decision Marketing research

problem problem

• Asks what the • Asks what information

decision maker needs
to do
• Action oriented
• Focuses on symptoms
is needed and how it
should be obtained
• Information oriented
• Focuses on the
underlying causes

Step 1
Problem identification

The management decision The marketing research

Management Marketing
problem asks what
problem asks what the DM
decision
needs to do research
information is needed and
problem how itproblem
can be obtained
effectively and efficiently.