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Problem‐definition in marketing research: Facilitating dialog between clients and researchers
Author(s) -
Jones Sue
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020204
Subject(s) - dialog box , objectivity (philosophy) , psychology , process (computing) , epistemology , social psychology , computer science , world wide web , philosophy , operating system
The nature of the client‐researcher relationship and the psychology of problem‐definition as a personal interpretative process is examined. It is argued that researchers who work within norms of rational‐science objectivity and do not pay attention to learning about their clients' particular, subjective problem‐definitions do so at the potential cost of their own recommendations being ignored. An explicit modeling technique for facilitating problem definition is presented.