Marketing problems

Marketing problem or opportunity identification consists of several inter related tasks and activities. It is perhaps the most crucial stage in the marketing research process. Identification of marketing problem begins with a problem audit. It is comprehensive and systematic examination of a marketing problem with the objective of understanding its origin and nature. Often conducted concurrently with a problem audit is a back ground analysis frequently termed exploratory research? This is an exploratory analysis devoted to placing the problem in perspective and perhaps even providing sufficient information for resolving the problem. A complete background analysis consists of a situation investigation, literature review, expert opinion sampling, and one or more case studies. The keys to successful problem identification are creativity and flexibility. If problem audit and background analysis reveal that further marketing research is required, the marketing problem needs to be translated into an operational marketing research task. This requires specifying research objectives, research questions and research hypothesis.