Steps in the Marketing Research Process
Step 1: Define the Problem
First step in defining the problem is to make sure the actual problem is identified. Sometimes, companies don't look past the symptoms to see the real problem.
Research objective is the goal(s) the research is supposed to accomplish. The root cause of the problem is harder to identify than its obvious manifestations; for example, a decline in sales is a problem, but its underlying cause is what must be corrected. To define the problem, list every factor that may have influenced it, then eliminate any that cannot be measured. Examine this list while conducting research to see if any factors ought to be added, but don't let it unduly influence data collection. It has been said a problem well defined is a problem half solved.
