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Topic 2 Problem Definition and Research Objectives

This document discusses the importance of properly defining the marketing research problem. It outlines key steps in the problem definition process, including communicating the problem from decision-makers to researchers via a research brief, developing a research proposal, examining the environmental context of the problem, translating the marketing decision problem into the marketing research problem, determining the appropriate research approach, and considering how new technologies can assist with problem definition. It emphasizes that correctly defining the problem is crucial for the success of the research project.

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Мария Николенко
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109 views23 pages

Topic 2 Problem Definition and Research Objectives

This document discusses the importance of properly defining the marketing research problem. It outlines key steps in the problem definition process, including communicating the problem from decision-makers to researchers via a research brief, developing a research proposal, examining the environmental context of the problem, translating the marketing decision problem into the marketing research problem, determining the appropriate research approach, and considering how new technologies can assist with problem definition. It emphasizes that correctly defining the problem is crucial for the success of the research project.

Uploaded by

Мария Николенко
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Topic 2:

Problem Definition and


Research Objectives

Prof. Roberto Dopeso Fernández

20/04/2016 1
Questions
• How can we detect a reseach problem?
• What tasks can we implement to define correctly
our study problem?
• Are the external factors relevant in the problem
definition?
• Is the Marketing decision problem the same as
the Marketing research problem?
• How can new technologies help us defining the
marketing research problem?
Importance of Defining the
Problem
• It is the first step
• The success of the research depends greatly
on the correct definition of the problem
• Problem Definition: A broad statement of the
general problem and identification of the
specific components of the marketing
research problem.
• All the effort, time and money can be wasted
if the problem is ill-defined or misunderstood
First Step to define de Problem
• Comunication between the marketing (or
enterprise) decision-makers and the
marketing researcher

Communicate the Problem


(Research Brief)
Decision
Researchers
Makers
Research Proposal
Example
The Research Brief
• It is produced by the users of the findings
or the buyers of the research
• It communicates the prceived
requirements of the marketing research
• It should be very flexible as it is the first
step of diagnosis and negotiation
• It is useful to avoid misunderstandings,
ambiguities, illogical actions or
forgetfulness
The Research Brief
• Basic Components

Some times it is
not given or it is only
an oral presentation with
the decision makers
The Marketing Research
Proposal
• It is the official layout
of the planned
marketing research
activity

20/04/2016
Why to reintroduce the
Background

20/04/2016
Process of defining the
Research Problem
• The process of revising the Brief and
elaborate the market research proposal
will help to define de Research Problem,
there are four main steps
1. Enviromental context of the problem
2. From the Marketing Decision Problem to the
Marketing Research Problem
3. Approach to the Problem
4. Research Design
Enviromental Context of the
Problem
• Discussion with the Decision-Makers
– Goes beyond the Brief (Doubts, Personal
Opinions, Insights)
– Problem Audit
1. History of the Problem (Relevant Events)
2. Company Structure
3. Knowledge Gaps
4. Information Use
– Going from symptoms to causes
– The 7 C’s to fruitful interaction: Communication,
Cooperation, Confidence, Candour, Closeness,
Continuity and Creativity.
Enviromental Context of the
Problem
• Interviews with experts
– Qualitative Nature (Topic Guide)
– Should know the industry or the company
– Different points of view
• Difficult to obtain (Ex. Competitors)
• Initial Secondary Data Evaluation
– Data gathered previously for other purpose
– Can be Internal or External
– Example: Sales Forecast, Industry Trends
From MDP to MRP
• Marketing Decision Problem (MDP)
– What actions the Decision-Maker needs to do
– Action Oriented
• Marketing Research Problems (MRP)
– What information it is needed and What is the
best way to obtain it in order to solve the
MDP
– Information oriented
From MDP to MRP
From MDP to MRP
Approach to the Problem

• Go from the broad marketing research


problems to is component parts
1. Get all the information that it is relevant to
solve the MDP
2. Mantain the focus and been consistent
Approach to the Problem
• Two common errors
1. Define it to broadly
• Ex. Information needed to Develop a marketing
strategy for a brand
2. Define it to narrowly
• Ex. How costumers perceived a Reduction in the
price to match the competitor
Approach to the Problem
Research Approach
• Translate the research problem in research
objectives
– Specific
– Consistent
– Measurable
– Time Attached
– Challenging
• Additionally or Alternatively: Research
Questions or Hypothesis can be formulated
Research Approach
• Decide the Teorethical Framework
– What variables are going to be measured
– How they are going to be measured
– Sources of Information
• Books
• Journals
• Monographs
• Analytical Model
– Verbal
– Graphical
– Mathematical
Research Approach
Technology Help
• Basically IT can help to solve the problems
of interaction between the researchers
and decision-makers
• Gathering information can become easier
• The amount and credibility of industry
experts it is also enhanced by IT
Ethics in Marketing Research
• Design based on researcher personal agenda
– Because he can have higher profits
– Because it is more interesting
– Because it can be adapted to their knowledge
• Use previous research to conduct the new
one, or do not follow the methodology
correctly
• The client can use the Proposal of the
researcher and conduct in-house the
research

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