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AURARIA LIBRARIESDENVER,COLORADO\n\n31204000071218HFLocander,Wi1liam B.5415Problem definition inL545marketing.  \nOCT 131983MAR 21.1087OCT 191980JUL 11987MAN71982MAY 26198911982MAR 101983APR 11986OCT 241986  \nAURARIA LIBRARIES  \n今  \nDenver,Colorado 80204  \nproblem  \ndef·i·ni·tionin marketing  \nEdited by:William B.LocanderUniversity of Houston  \nand  \nA.Benton CocanougherUniversity of Houston  \nMarketing Research TechniquesSeries \\#2  \nAmerican Marketing Association1975All Rights Reserved  \nPrinted in the United States of America  \nH5415L545  \nLibrary of Congress Cataloging in Publication Data  \nLocander,William BProblem definition in marketing  \n(Marketing research techniques series;2)  \nBibliography:p.  \n1.Marketing.I.Cocanougher,A.Benton,joint author.  \nI1.Title.  \nHF5415.L545658.875-8868ISBN 0-87757-066-3  \nTABLE OF CONTENTS  \nPage  \nFOREWORD…………  \nPROBLEM DEFINITION PROCESS  \nProblem Recognition…………  \nSituation Analyses……………………………………  \n…………3  \n………………………………4  \nRole of Management in Problem Definition Process ……  \nRole of the Researcher in Problem Definition Process………………………………………………7  \nPROBLEM DEFINITION IN PRACTICE …………………………………………………………………8  \nSUMMARY AND CONCLUSIONS……………  \n……………………………………………10  \nREFERENCES…………………………………………  \n…………………………………………11  \n# FOREWORD\n\nThere are three basic components in any marketing research undertaking:  \n1.Making certain that the right questions are being asked,  \n2.Using appropriate research techniques and controls,and  \n3.Presenting research findings in a clear,comprehensible format that leads tomanagement action.  \nEach of these three components must be present in good research.It is notunusual for a marketing research director to be presented with a problem that isonly tangentially related to the real problem-not because of any attempt tomislead,but because incorrect assumptions obscure what is actually wrong.Inthis situation,the research director must go beneath surface indications,todetermine that the right questions are being asked.  \nBoss Kettering once remarked that“a problem well defined is oftentwo-thirds solved.\"And that is the purpose of this monograph-to explain theproblem definition process,to specify criteria for problem recognition,and toclarify roles of management and researchers in this process.  \nThe American Marketing Association is most appreciative of this contributionby Professors William B.Locander and A.Benton Cocanougher,both of theUniversity of Houston.It is another step forward in\"the advancement of sciencein marketing,\"the primary purpose of AMA.  \nRobertJ.Eggert,AMA President  \nDik Twedt,Vice PresidentConferences/Publications  \n1974/1975","cbCaio1tWh4hfvem","https://ap.wps.com/l/cbCaio1tWh4hfvem","pdf",1045809,28,"English","# FOREWORD\n## Three basic components of marketing research\n## Purpose of the monograph\n## Roles of management and researchers\n# PROBLEM DEFINITION PROCESS\n## Problem Recognition\n## Situation Analyses\n## Role of Management in Problem Definition Process\n## Role of the Researcher in Problem Definition Process\n# PROBLEM DEFINITION IN PRACTICE\n# SUMMARY AND CONCLUSIONS\n# REFERENCES","[{\"question\":\"What are the three basic components of a marketing research undertaking?\",\"answer\":\"They are: asking the right questions, using appropriate research techniques and controls, and presenting findings clearly to support management action.\"},{\"question\":\"Why might a marketing research director be presented with the wrong or tangential problem?\",\"answer\":\"Incorrect assumptions and surface-level indications can obscure what is actually wrong, leading the inquiry away from the real problem.\"},{\"question\":\"What does the monograph aim to accomplish in the problem definition process?\",\"answer\":\"It explains how to define problems, provides criteria for problem recognition, and clarifies the roles of management and researchers in this process.\"}]","Problem definition in marketing - Marketing Research Techniques Series - Part 2 - Foreword and process overview | PDF",1789967336,71]