MKTG3001 Chap.2 Research Problems, Questions and Objectives
Research Problems, Questions and Objectives
This chapter follows a marketing research project from the moment a manager wonders whether a study is needed at all to the point where one focused question and objective are written down.
You learn to test existing secondary data for sufficiency and credibility, to recognise the two triggers that call for primary data, and to spot the practical barriers (time, resources, costs versus benefits) that can stop a study before it starts.
The chapter then opens the seven-stage research framework with its first stage, Problematisation: defining the research problem as a knowledge gap, classifying it into one of five problem types, arguing its strategic, operational and market significance, and translating it into a research question with a matching objective.
The wording rules for questions and objectives are concrete and testable, so they reward careful practice before a closed-book essay exam.
What this chapter covers
- 01
Deciding whether new research is needed
- 02
Secondary data sources and their limits
- 03
Triggers for primary data and practical barriers
- 04
The seven-stage framework and Problematisation
- 05
Five types of research problem
- 06
Strategic, operational and market significance
- 07
Writing aligned research questions and objectives
Worked example · free
Brewery low-alcohol range: does secondary data suffice, or is primary data worthwhile?
- 2Existing information is reviewed first. The till data are internal secondary data that record what happened but not the reasons behind it, and the old market report is likely outdated, so the information is insufficient for a confident launch decision.
- 1Because the gap concerns this brewery's own customers and their motives, only data collected for this decision can close it, so primary data is needed.
- 2Research is also worthwhile in practice: three months allows a short survey or interviews, a budget exists, and revealing a non-secret recipe idea carries little competitive risk. All three conditions hold, so research is needed and Problematisation can begin.
Key terms
- Research question
- A question that turns a research problem into something a study can answer, naming the concepts and the relationship the matching objective will later restate as a purpose.
- Primary data
- Information gathered specifically to address the current research context and the decision a manager now faces.
- Problematisation
- The first stage of the research framework, in which a broad concern is defined and understood as a focused research problem before any investigation method is chosen.
- Research problem
- The shortfall between the evidence a manager holds and the evidence a pending decision requires, present when trustworthy information is too thin to act on.
- Research objective
- A purpose statement beginning with an action verb that states what a study aims to achieve in order to answer its matching research question.
Research Problems, Questions and Objectives FAQ
When should a company skip marketing research?
Skipping a study is sensible when existing data already answer the question credibly, or when research is impractical. A decision due within days, a budget that cannot cover fieldwork, or a concept so sensitive that testing it could tip off competitors are all grounds. Results that would arrive too late to act on are another reason to proceed without new data.
What is the difference between a research question and a research objective?
A question states what the study is trying to find out and is written in question form, often opening with how or what. An objective restates that same content as an aim: it starts with To, adds a verb such as assess or determine, and keeps every concept and relationship unchanged. Each question should be paired with exactly one objective.
How do I identify the type of research problem in a case study?
Look at what managers are missing. A known decision lacking facts suggests insufficient information; a known symptom with unclear drivers points to uncertainty about the cause; rival internal camps indicate conflicting opinions; certain growth with unclear positioning signals lack of strategic direction; and an untested market or product points to evaluating a new opportunity. Some cases fit two types, so justify your choice.
Exam move
Start by drawing the research-need flow from memory: secondary data check, the two triggers, the three practical barriers, then the start of Problematisation. Next, memorise the five problem types alongside the information each one seeks, and practise classifying short invented cases in two or three sentences each.
For significance, prepare one strategic, one operational and one market consequence you could attach to any scenario. Finally, drill the question-to-objective conversion until it is automatic: list the concepts, name the relationship, write the question, then rewrite it beginning with To and an action verb while checking every concept survives.
In the exam, aim for roughly 200 to 250 words per essay, open with a direct answer, name the concept being applied, and justify it with details from the scenario rather than general definitions.
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