Definition
A research problem, as defined by Kerlinger (1973), “is an interrogative sentence that asks what relation exists between two or more variables.” In simpler terms, it is the specific issue, difficulty, or gap in existing knowledge that a researcher intends to address through systematic inquiry.

Introduction
The foundation of every research project lies in identifying and clearly formulating the problem. Without a precise problem statement, even the most sophisticated methodology can lead to irrelevant or misleading conclusions. Identifying a research problem requires a keen eye for observation, curiosity about unexplored aspects of reality, and the ability to transform broad concerns into focused, answerable questions. The process often begins with noticing something unusual or unexplained — for example, a sudden drop in customer satisfaction or a surprising shift in public opinion — and asking “Why is this happening?”

Explanation
Identifying a research problem involves recognizing gaps in existing knowledge, practical issues in business or society, or theoretical inconsistencies that demand clarification. Once identified, the problem must be formulated precisely. Formulation means converting a general topic into a specific, researchable statement. A poorly defined problem such as “Study of social media” is too vague; it must be narrowed to something measurable like “An analysis of how Instagram influencers impact Gen Z purchasing behavior.”

Formulating a problem also involves defining variables, determining the scope of the study, and ensuring feasibility within time, resources, and ethical boundaries. A good research problem should be significant enough to contribute to knowledge, yet practical enough to investigate effectively. It should be framed as a question — not an assumption — to allow objectivity. For instance, instead of saying “Influencer marketing improves sales,” the researcher should ask “Does influencer marketing significantly affect sales volume in online fashion brands?”

Key Takeaways
A clearly defined problem provides direction and clarity throughout the research journey. It avoids wasted effort, ensures focused data collection, and enhances the practical value of findings. A vague or overambitious problem leads to confusion, irrelevant data, and poor conclusions.

Real-World Case
Coca-Cola’s 1985 “New Coke” debacle illustrates the importance of correct problem formulation. The company assumed that consumers wanted a sweeter taste like Pepsi’s and conducted taste-based tests. However, the real issue was not taste but emotional attachment to the original Coke formula. Misidentifying the problem led to a massive backlash, forcing Coca-Cola to bring back “Coca-Cola Classic.” This case shows that defining the true problem — customer loyalty, not flavor — is vital before any data collection begins.
Reference: https://www.coca-cola.com