Author Question: Explain in detail why defining the problem is critical to the marketing research process. Give an ... (Read 27 times)

bobypop · **on:** Jun 29, 2018

Explain in detail why defining the problem is critical to the marketing research process. Give an example of defining the problem for a sports event and another entertainment event.

Question 2

What is a shopping cart abandoner? How can businesses use data to reach these customers?

bimper21 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Defining the problem sets the stage for what research needs to take place.
Defining a problem for a sporting event may involve tightening security at the event and controlling disorderly fans who become a danger to others. Defining a problem for music concerts may involve increasing attendance and interest of fans.

Answer to Question 2

Shopping cart abandoners are customers who start to make an online purchase but leave the website without completing it. Marketing data can be used to determine if these customers might become sales opportunities rather than lost sales. If they are sent a cart-reminder email (an email reminding them of their incomplete purchase) they may become buyers.