What are the common types of errors encountered in defining a marketing research problem? What can be done to reduce the incidence of such errors?
Problem definition is too broad--does not provide guidelines for subsequent steps. Problem definition is too narrow--might miss some important components of the problem.
To minimize the possibility of a wrong decision due to an incorrect definition of the marketing research problem, the researcher should adopt a two-stage process: First, the marketing research problem is stated in broad, general terms; then, it is reduced to its specific components.