Marketing Audit Approach
STEP 1: DEFINE THE PROBLEM
The research objectives are specific, measurable goals the decision makers seek to achieve in solving a problem. Typical marketing objectives are increasing sales and profits, discovering what consumers are aware of and want, and finding out why a product isn't selling well. In setting these research objectives, marketers have to be clear on the kind of research they are about to do. The three kinds of research, with examples explained in more detail later in the chapter, are:
A. Exploratory research provides ideas about a relatively vague problem. General Mills discovered that the initial version of its Hamburger Helper wasn't satisfactory for many consumers, so it interviewed them to get ideas to improve the product.
B. Descriptive research generally involves trying to find the frequency that something occurs or the extent of a relationship between two factors. So when General Mills wants to study how loyal consumers are to its Wheaties, it can......
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