Chapter 1 · Introduction · Slide 7/274

Market Research

Understanding the Problem

Iceberg metaphor: the decision maker on the ship sees only the visible symptoms; the researcher dives down to the actual problem.

1.1 · Market Research and Survey Understanding the Problem

Market Research

Decision Maker Decision Problem Researcher Dissatisfied customers Declining market share Falling sales Low traffic Above WaterVisible and measurable symptoms Borderline performance of the sales team Poor delivery service Inadequate product quality Unethical treatment of customers Poor image Below WaterThe actual business or decision problem

QUESTIONSTAR · Dr. Paul Marx 07 / 274

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