Problem audit

It is a comprehensive examination of a marketing problem to understand its origin and nature. The problem audit provides a useful framework for interaction between a manger and researcher in identifying the underlying causes of the problem. It is important to perform problem audit before undertaking any research because many times the manager has only a vague idea of what the problem is, as the manger often tends to focus on symptoms rather than on causes. This will enable to understand not only the symptoms but also some of the underlying causes before taking a decision to undertake any research.