The value of research assumes that the research is
well defined to meet a specific research objective
Having a well defined objective will be directly
related to the relative value and usefulness of the output
Assumptions about current market conditions (failing
to have a clear understanding of the actual situation) can drastically misguide marketing
research agendas
Problem Definition
Typically more possibilities than can practically be
researched
Secondary data and clear understanding of current
marketing conditions will help narrow scope
