Three

Chapter Three
Problem
Definition and
the Research
Chapter

Process

Copyright © 2004
John Wiley & Sons, Inc.
 Learning Objectives Learning Objective

1. To understand the problem definition process

2. To learn the steps involved in the marketing
research process
3. To understand the components of the research
request
4. To learn the advantages and disadvantages of
survey, observation, and experimental
research techniques
5. To become familiar with how the research
process is initiated
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 Problem Definition Process
Learning Objective
Exhibit 3.1

Recognize the problem or opportunity

Found why the information is being sought:

Understand the decision-making environment

Use the symptoms to help clarify the problem

Translate the management problem into a

marketing research problem

Determine whether the information already exists

Determine whether the question really can be answered

State the research objectives

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 Critical Importance of Learning Objective
To understand the problem
Correctly Defining the Problem
definition process

• Recognize the Problem or Opportunity

– Opportunity Identification
• External environment
• Marketing mix
• New opportunities
• Find Out Why the Information Is Being
Sought
– Use and decisions made with the information
– Prioritize the questions
– Create sample data—will this answer the questions
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 Critical Importance of Learning Objective
To understand the problem
Correctly Defining the Problem
definition process

• Understand the Decision-Making Environment

– Situation analysis
– Exploratory research
– Pilot studies
– Experience surveys
– Secondary data
– Case analysis

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 Critical Importance of Learning Objective
To understand the problem
Correctly Defining the Problem
definition process

• Use the Symptoms to Clarify the Problem

– Symptom
• Iceberg principle
– “What caused this to occur?”
• Translate the Management Problem Into a
Marketing Research Problem
– Marketing research problem
– Marketing research objective
– Management decision problem

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 Learning Objective

Iceberg Principle - Illustrated

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 Critical Importance of Learning Objective
To understand the problem
Correctly Defining the Problem
definition process

• Determine Whether the Information Already

Exist
– Can save time and money
• Determine Whether the Question Can Be
Answered
– Identify the following:
• You know the information exists or can be obtained
• Based on similar prior experience the information
can be gathered
• Trying this is new and there is a risk of drawing a
blank

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 Learning Objective
Critical Importance of To understand the problem
Correctly Defining the Problem definition process

• State the Research Objectives

• Stated in terms of precise information necessary to
address the problem/opportunity
• Road map
– Avoid the Nice-to-Know Syndrome
– Management Decisions and Research
Objectives
• Would be a restatement, in research terms, of what
management needs to know to make a decision

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 Critical Importance of Learning Objective
To understand the problem
Correctly Defining the Problem
definition process

– Research objectives as Hypotheses

• Hypothesis—statement about a relationship between
or or more variables that can be tested with
empirical data
• Should contain clear implications for testing stated
relationships
• Development of the research hypothesis sets the
stage for creating the research design

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Exhibit 3.2 The Marketing Research Process
Learning Objective

(8)
Follow-up
(2)
(7) Creating of the
Writing and Research Design
Presenting the
Report
(1)
Identification of
(6) the Problem and (3)
Analyzing the Statement of Choosing the
Data Objectives Method of
Research

(5) (4)
Collecting the Selecting the
Data Sampling
Procedure
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 The Marketing Research Learning Objective
Process To learn the steps involved in the
marketing research process.

• Creating the Research Design

– Research design
• The plan to be followed to answer the research
objectives or hypothesis
– Descriptive studies
• Who, what, when, where, and how
• Variable- a symbol or concept that can assume any
one of a set of values
• Can shed light on associations or relationships

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 The Marketing Research Learning Objective
Process To learn the steps involved in the
marketing research process.

– Causal Studies
• Investigate whether one variable causes or
determines the value of another
– Dependent variable—to be predicted or explained
– Independent variable—the variable that affects or causes
the dependent variable—can be manipulated, changed or
altered
– Temporal sequence—effect follows closely the hypothesized
cause—an appropriate causal order of events
– Concomitant variation—the degree to which a presumed
cause and a presumed effect occur together or vary
together

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 The Marketing Research Learning Objective
Process To learn the advantages and disadvantages of
survey, observation, and experimental research

• Choosing a Basic Method of Research

– Survey: an interviewer and questionnaire
– Observation: to monitor respondents’ actions
without direct interaction
– Experiments: to measure causality
• Selecting a Sampling Procedure
– Probability sample
– Nonprobability sample

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 The Marketing Research Learning Objective
Process To learn the steps involved in the
marketing research process.

• Collecting the Data

– Marketing research field service
• Analyzing the Data
– To interpret and draw conclusions
• Writing and Presenting the Report
– Judging the quality of a report
– Using the Internet to disseminate the reports
• Follow-up
– Determine whether the recommendations were
followed
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 Managing the Research Learning Objective
Process To become familiar with how the research
process is initiated

• Research Request – Components

– Used as the basis for • Action
determine which • Origin
projects will be funded. • Information
• Use
– Internal document
• Target groups and
• Describes the proposed subgroups
research project
• Logistics
• Benefits to the
organization • comments
• Estimated costs
• Must be formally
approved before the
research project can
begin

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 Managing the Research Learning Objective
Process To understand the components of the
research request

• Request for Proposal – Information provided

(RFP) by RFP
– Solicitation sent to • Background data on
why a study is to be
marketing research conducted
suppliers inviting them • Outlines the research
to submit a formal objectives
proposal • Describes a methodology
– Include the bid for the • Suggest a time frame
job • Detailed cost breakdown
• Supplier’s experience in
relevant areas
• references

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 Managing the Learning Objective
To become familiar with how the
Research Process research process is initiated

• What to look for in a 7. Is responsive to the

Marketing Research client’s needs
Supplier 8. Has high quality-control
standards
1. Maintains client
confidentially* 9. Is customer-oriented in
interactions with client
2. Is honest*
10. Keeps the client informed
3. Is punctual throughout a project
4. Is flexible
– Good communications
5. Delivers against project
specifications are a necessity
6. Provides high-quality • Managers spend at least
output 80% of every working day
in direct communication
(48 minutes out of every
* Two most important hour)
qualities

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 Managing the Learning Objective
To become familiar with how the
Research Process research process is initiated

• What motivated Decision Makers to Use

Research Information?
– The determinants of whether or not a
manager uses research data are:
1. Conformity to prior expectations
2. Clarity of presentation
3. Research quality
4. Political acceptability within the firm
5. Lack of challenge to the status quo

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 Learning Objective
SUMMARY

– Critical Importance of Correctly Defining the

Problem

– Marketing Research Process

– Managing the Research Process

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 Learning Objective

The End

Copyright © 2004 John Wiley & Sons, Inc.

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