2-marketing research problem

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Defining the Marketing Research

Problem and Developing anApproach


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The Problem Definition Process

DiscussionwithDecision Maker(s)

InterviewswithExperts

SecondaryDataAnalysis

QualitativeResearch

Management Decision Problem

Marketing Research Problem

Tasks Involved

Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/TheoreticalFoundations

ResearchQuestions

Hypotheses

Step III: Research Design

Analytical

Model: Verbal,

Graphical,

Mathematical

Specification

of

Information

Needed


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Discussions with Decision Makers

Interviews with Industry Experts

Secondary Data Analysis

Qualitative Research

Tasks Involved in Problem Definition


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The Problem Audit

The problem audit is a comprehensive examination of a marketing

problem with the purpose of understanding its origin and nature.

1. The events that led to the decision that action is needed,

or the history of the problem.

2. The alternative courses of action available to the DM.

3. The criteria that will be used to evaluate the alternative coursesof action.

4. The potential actions that are likely to be suggested based on

the research findings.

5. The information that is needed to answer the DM's

questions.6. The manner in which the DM will use each item of

information in making the decision.

7. The corporate culture as it relates to decision making.


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The Seven Cs of Interaction

The interaction between the DM and theresearcher should be characterized by theseven Cs:

1. Communication2. Cooperation

3. Confidence

4. Candor

5. Closeness

6. Continuity

7. Creativity


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Factors to be Considered in theEnvironmental Context of the Problem

PAST INFORMATION AND FORECASTS

RESOURCES AND CONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIROMENT

ECONOMIC ENVIROMENT

MARKETING AND TECHNOLOGICAL

SKILLS


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Management Decision Problem Vs.Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be To determine consumer preferences

introduced? and purchase intentions for the

proposed new product.

Should the advertising To determine the effectiveness

campaign be changed? of the current advertising

campaign.

Should the price of the To determine the price elasticity

brand be increased? of demand and the impact on sales

and profits of various levelsof price changes.


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Proper Definition of the Research Problem


Broad Statement

Specific Components


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Components of an Approach

Objective/Theoretical Foundations

Analytical Model

Research Questions Hypotheses

Specification of the Information

Needed


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The Role of Theory in AppliedMarketing Research

Research Task Role of Theory1. Conceptualizing

and identifying

key variables

Provides a conceptual foundation and understanding of the basic processes

underlying the problem situation. These processes will suggest key dependent

and independent variables.

2. Operationalizing

key variables

Theoretical constructs (variables) can suggest independent and dependent

variables naturally occurring in the real world.

3. Selecting a

research design

Causal or associative relationships suggested by the theory may indicate whether

a causal or descriptive design should be adopted.

4. Selecting a

sample

The theoretical framework may be useful in defining the population and

suggesting variables for qualifying respondents, imposing quotas, or stratifying

the population

5. Analyzing and

interpreting data

The theoretical framework (and the models, research questions and hypotheses

based on it) guide the selection of a data analysis strategy and the interpretation

of results

6. Integrating

findings

The findings obtained in the research project can be interpreted in the light of

previous research and integrated with the existing body of knowledge.


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Models

An analytical modelis a set of variablesand their interrelationships designed torepresent, in whole or in part, some realsystem or process.

In verbal models, the variables and their

relationships are stated in prose form. Suchmodels may be mere restatements of themain tenets of a theory.


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Graphical Models

Graphical modelsare visual. They are used toisolate variables and to suggest directions of

relationships but are not designed to provide

numerical results.

Awareness

Understanding: Evaluation

Preference

Patronage

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Mathematical modelsexplicitly specify therelationships among variables, usually in

equation form.

Where

y = degree of preference

= model parameters to be estimated

statistically

Mathematical Models

n

iiixaay

1

0

aa i,0

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Development of ResearchQuestions and Hypotheses

Components of the

Research Questions

Hypotheses

Objective/TheoreticalFramework

AnalyticalModel


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Research Questions and Hypotheses

Research questions(RQs) are refinedstatements of the specific componentsof the problem.

A hypothesis(H) is an unprovenstatement or proposition about a factoror phenomenon that is of interest to theresearcher. Often, a hypothesis is apossible answer to the researchquestion.

2-marketing research problem

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