urban outfitters in state college

Defining Problems and Objectives

What are three symptoms that you observed at the business you chose? Describe each
symptom, how/when you saw it occur, and what the impact of that symptom was. Each
symptom should be described in detail – around five sentences or more for each.
2. What do you believe are the underlying problems that gave rise to the symptoms you
observed? Try to identify one problem for each symptom. Be very specific; the problems
must be described in around four sentences each.
3. For each of the problems that you described, think about a Key Performance Indicator (KPI)
that the business of your choice could use to measure if the problem’s impact has changed
over time. Why is that a good KPI? Describe it in at least three sentences. You’ll describe
three KPIs.
For each KPI, try to think of a way in which looking at only that KPI, and nothing else, could
lead to the wrong conclusion. Describe it in at least two sentences.
4. Think of two research objectives that you will focus on for your marketing research project.
Write them in the form of questions. Make sure that they are relevant to the business that
you have chosen and specific enough to be useful to the business if you achieve them.
“How can customer satisfaction be improved?” is not a specific enough research objective. A
better objective would be:
“How can customer satisfaction increase among undergraduate students with the addition of
a new design-your-own salad menu option?”

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