Pure h2o: Explaining the problem situation

            5: Pure H2O: Explaining the Problem Situation .
            
             Problem Definition involves stating the general problem and identifying the specific components of the marketing research problem. .
             At the moment in Morningtown Peninsula, a residential and holiday region, the quality of water is poor. And only in the last five years have most of the properties been connected to the town water supply. Many residents are operating rainwater tanks, used in providing them with their drinking water. .
             As Ian and Sue Hughes are already involved in importing paper filters for large industrial water treatment plants, Ian has come up with the idea that Morningtown Peninsula could start using domestic water purifiers to solve the problem of the water been a little dirty or sometimes poor tasting. .
             Ian has made enquiries and has learned that a minimum order of 30 000 domestic water purifiers need to be made, at a cost of $200.00ea, and 60 000 paper filters at $20.00ea. Ian's research will need to examine how many people actually have poor quality water, and how many people are actually willing to purchase the purifiers at $350.00ea, with only 120 000 households with Morningtown Peninsula. .
             Another area of research that needs to be identified is whether to sell the water purifiers directly to the households or to use plumbing supply outlets. .
             So, the Hughes research focus should address the following questions:.
             a) Who will their customers be?.
             b) Can different segments be identified? .
             c) How do residents feel about their water conditions at present?.
             d) How will residents accept the domestic water purifiers?.
             2. What are the Objectives?.
             Objectives can be defined as the goals of the organization and of the decision maker that must be considered in order to conduct successful marketing research. .
             As Morningtown Peninsula is lacking excellence in its quality of water, Ian and Sue Hughes, primarily Ian have seen the advantage in the opportunity in introducing to this residential and holiday region domestic water purifiers, in order to rectify the problem in the water.