e视人苦 1. Define the problem research objectives Marketing management must be careful not to define the problem too broadly or too narrowly for the marketing researcher Some research is exploratory--its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas Some research is descriptive--it seeks to ascertain certain magnitudes Some research is causal--its purpose is to test a cause-and-effect relationship 2008-3-142008-3-14 6 1. Define the Problem & Research Objectives • Marketing management must be careful not to define the problem too broadly or too narrowly for the marketing researcher. • Some research is exploratory—its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas. • Some research is descriptive—it seeks to ascertain certain magnitudes. • Some research is causal—its purpose is to test a cause-and-effect relationship