Iceberg Theory: Identification of the Marketing Research Problem
Iceberg Theory in Marketing Research: Purpose
The management issue or problem is usually obvious. Sales are falling; market share is dropping; a new product has not achieved the sales targets that were budgeted. What is not so obvious are the causes of a management problem. Shipham’s (2010) Iceberg Theory as applied to marketing research provides a great model to uncover the correct research problem and survey objectives.
Iceberg Theory in Marketing Research: Structure and Description
The theory behind the model (see Figure 20.1) is that one only sees the symptoms of a problem and that the underlying causes are like an iceberg; 80 percent below the surface. The importance ...
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