![]() ![]() ![]() Alternately, perhaps you ran an ad in your school’s college newspaper, and that led to the influx of students wanting you to tutor them. Conversely, if you’re swamped with people who want you to tutor them, perhaps your school awarded more scholarships than usual, so there are a greater number of students who need your services. ![]() Consequently, there are fewer total students on campus who need your services. But are they really the problem? Or are they the symptoms of something bigger? For example, maybe your business has dropped off because your school is experiencing financial trouble and has lowered the number of scholarships given to incoming freshmen. You would send them students to be tutored, and they would give you a cut of their pay for each student you referred to them.īoth of these scenarios would be a problem for you, wouldn’t they? They are problems insofar as they cause you headaches. If the business has exploded, should you try to expand your services? Perhaps you should subcontract with some other “whiz” students. Or it explodes, and you can’t cope with the number of students you’re being asked help. You have been tutoring for a while, and people have begun to realize you’re darned good at it. Defining the “problem” of the research sounds simple, doesn’t it? Suppose your product is tutoring other students in a subject you’re a whiz at. There’s a saying in marketing research that a problem half defined is a problem half solved. Figure 4.6: Steps in the Marketing Research Process Step 1: Define the Problem (or Opportunity) ![]()
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