Research Problem Before they can solve a marketing problem, marketers and researchers must first make sure they are working on the right problem Defining problems is a combination of data and judgment that demands real thought and effort Case: New Coke Opportunity cost, > the energy saving software system company O Copy rights reserved, Zou Deqiang12 12 © Copy rights reserved, Zou Deqiang Research Problem • Before they can solve a marketing problem, marketers and researchers must first make sure they are working on the right problem. • Defining problems is a combination of data and judgment that demands real thought and effort. • Case: New Coke • Opportunity cost, ¾the energy saving software system company