Problem solving research in marketing research is a type of research designed to identify ways to solve specific marketing problems a company is facing.
Understanding Problem Solving Research
At its core, problem solving research goes beyond simply identifying an issue. It aims to provide actionable insights and strategies to address detected problems. According to the provided information, problem-solving research helps identify ways to solve those problems through marketing mix and segmentation. This means it focuses on leveraging tools like product, price, place, and promotion (the marketing mix) and understanding different customer groups (segmentation) to find solutions.
Using research for problem identification and problem solving is essential when you want to make your company the best in its market. It's a critical step for businesses aiming for market leadership and competitive advantage.
Key Aspects of Problem Solving Research
- Focus on Solutions: Unlike problem identification research which uncovers issues, problem solving research concentrates on finding remedies.
- Utilizes Marketing Levers: It specifically looks at how elements of the marketing mix (product features, pricing strategies, distribution channels, promotional activities) and market segmentation can be adjusted or utilized to overcome challenges.
- Process-Oriented: A fundamental principle highlighted is that classifying your problem should always come before attempting to solve them. This structured approach ensures that the research targets the correct issues effectively.
How it Works
Problem solving research typically involves steps like:
- Clearly defining the problem (after it has been classified).
- Developing research objectives aimed at finding solutions.
- Designing research methodologies (e.g., surveys, experiments, qualitative studies) to gather relevant data.
- Analyzing data to uncover potential solutions related to the marketing mix or segmentation.
- Recommending specific actions based on the findings.
For example, if a company identifies that sales are declining (problem identification), problem solving research might investigate if a price change is needed, if the product needs modification, if distribution channels are inefficient, or if promotional messages are resonating with the target segment.
Importance in Marketing Strategy
This type of research is vital for strategic decision-making. It provides data-driven answers to questions like:
- How can we improve customer retention?
- What is the optimal price point for our new product?
- Which communication channels are most effective for reaching our target audience?
- How should we tailor our product offering to different customer segments?
By providing concrete ways to address problems, problem solving research enables businesses to optimize their strategies, allocate resources effectively, and achieve their marketing goals. It transitions from understanding what is wrong to determining how to fix it, making it an indispensable part of a comprehensive marketing research framework.
