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Management Problem
Placement office has noticed, while major companies make annual recruiting visits to campus for engineers, not
many national or local companies are formally recruiting business majors through the placement office
Why? How do we address this?
Marketing Research Problems
Why are companies not taking advantage of the resources that the placement service offers? Are companies going
around the service?
Are companies aware of the UAH placement service?
Are companies aware of the reputation of the UAH Business School?
What kind of things might generate more recruiting activity?
Marketing Research Objectives
To determine to what extent companies are aware of the UAH placement service
Determine whether companies, especially locals, are aware of the strong reputation of the UAH Business School
To determine whether a quarterly newsletter highlighting UAH business programs and students might generate
more recruiting activity.
Another Example
Management Problem
What price should we charge for our new product?
Research Problem
What are our costs of production and marketing (COGS)?
What are our pricing objectives and position in the market?
What price does similar types of products sell for?
What is the perceived value of our product in the marketplace?
Are there any norms or conventional practices in the marketplace
(e.g., customary prices, continual discounting)
Research Objectives
To assess the costs involved in producing and selling our product
To determine corporate objectives and their implications for
pricing
To examine current prices for direct and indirect competition
To determine potential customer reaction to various prices and
their perception of the benefits of owning the product
Practice, Practice