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497 Problem

The document discusses the process of defining marketing research problems and developing an appropriate research design. It describes the six steps in the marketing research process, with a focus on the first three steps: 1) defining the problem, 2) developing an approach, and 3) formulating a research design. Key aspects addressed include properly understanding the problem, translating management problems into research questions, developing hypotheses, and avoiding common errors in problem definition.

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Rabia Tabassum Dhanotar
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275 views13 pages

497 Problem

The document discusses the process of defining marketing research problems and developing an appropriate research design. It describes the six steps in the marketing research process, with a focus on the first three steps: 1) defining the problem, 2) developing an approach, and 3) formulating a research design. Key aspects addressed include properly understanding the problem, translating management problems into research questions, developing hypotheses, and avoiding common errors in problem definition.

Uploaded by

Rabia Tabassum Dhanotar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Defining the Research

Problem
The Marketing Research Process
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Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment


Survey


Observation
Secondary
Data Study
Laboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
The Problem Definition and Approach Development Process
Tasks Involved
Qualitative
Research
Discussions with
Decision Makers
Interviews with
Experts
Secondary Data
Analysis
Environmental Context of the Problem
Step 1: Problem Definition
Management Decision Problem
Marketing Research Problem
Step 2: Approach to the Problem
Step 3: Research Design
Research
Questions and Hypotheses
Analytical Framework
and Models

Specification of
Information Needed

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Beware the Iceberg!
The Iceberg Principle
The dangerous part of many marketing problems is
neither visible to nor understood by many marketing
managers.
Submerged parts of the problem must be
understood and including in the research design for
the research to be useful.
Symptoms vs. Problems
Microbrewery
Symptom
Consumers prefer the taste of competitors brand
PD based on the Symptom
What type of reformulated taste is needed?
True Problem
Old-fashioned package influenced taste perception
Symptoms vs. Problems
Manufacturer of palm-size computers
with Internet access
Symptom
Distributors complain prices are too high
PD based on the Symptom
Investigate business users to learn how much prices
need to be reduced
True Problem
Distributors do not have adequate product
knowledge to communicate products value
Management Decision Problems vs.
Marketing Research Problems
Management
Decision Problems
Ask what the decision
maker needs to do
Action oriented
Focus on symptoms
Marketing
Research Problems
Ask what information is
needed and how it
should be obtained
Information oriented
Focus on the underlying
causes
Translating Management Problems into
Research Problems (Questions)
Management Problem
Determine the best ways the firm can communicate with
potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of
computers?
What attitudes do consumers have toward these brands?
How important are the various factors for evaluating the
purchase of a laptop computer?
How effective are the communications efforts of the various
competitive marketers in terms of message recognition?
Common
Errors

Errors in Defining the Market Research Problem
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Problem Definition is
too Broad
Does Not Provide
Guidelines for
Subsequent Steps
e.g., Improving the
Companys Image

Problem Definition
is too Narrow
May Miss Some
Important Components
of the Problem
e.g. Changing Prices in
Response to a
Competitors Price
Change.

Bad vs. Good Research
Questions
Research questions should be
stated as clearly as possible
Bad research question
Is advertising copy X better than advertising copy Y?
Good research question
Which advertising copy has a higher day-after recall
score?
Components of
the Marketing
Research Problem
Research
Questions
Hypotheses
Analytical
Framework
and
Models
Development of Research Questions & Hypothesis
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p
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Analytical Framework & Models
Research questions & hypotheses are
developed within analytical frameworks
Basically, theories & models
Theory suggests that satisfaction improves
morale & perceptions
A sales manager who wants to increase
market share (management problem) may
Ask how to encourage salespeople to generate more sales
(research question)
State that (based on theory) higher job satisfaction leads to
greater sales productivity (hypothesis)

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