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The need for m arketing research As stated above understanding customers and more importantly identifying who they are, what they want in terms of products or services, how and where they want it to be available and delivered and at what price they will purchase it are some of the most important decision criteria a manager must be aware of. However, due to the globalised and very complicated system of branch offices, wholesalers, and retailers a barrier is created between managers and their widely scattered consumers.Therefore, most managers are far removed from their customers - the individuals who in the final analysis determine success or failure of an organization.2 Organizations worldwide lose half their customers every five years.The problem identification research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or likely to arise in the future.

The need for m arketing research
As stated above understanding customers and more importantly identifying who they are,
what they want in terms of products or services, how and where they want it to be available
and delivered and at what price they will purchase it are some of the most important decision
criteria a manager must be aware of. However, due to the globalised and very complicated
system of branch offices, wholesalers, and retailers a barrier is created between managers and
their widely scattered consumers. Therefore, most managers are far removed from their
customers – the individuals who in the final analysis determine success or failure of an
organization.2
Organizations worldwide lose half their customers every five years. But most managers fail to
address that fact head-on by striving to learn why those defectors left.3
More than two – thirds
of organizations fail to satisfy superior customer needs because their perceptions of what their
customers really want are far from reality.4
It is not because they don’t care about the
customer’s needs; but they try to reach the wrong end with the wrong mean. More often than
not, companies conduct research to learn what went wrong. After – the –fact research is the
most common type of research in world.5
From the above discussion it can be observed that, marketing research can help organizations
in various decision making processes which can be put into two separate strands; (a) problem
identification research and (b) problem solving research. The problem identification research
is undertaken to help identify problems that are not necessarily apparent on the surface and
yet exist or likely to arise in the future. On the other hand, problem solving research is
undertaken to help solve specific research problems. The figure below provides classification
of problem identification and problem solving research.