Tasks:

1. Discussions with Decision Makers

Challenges when meeting DMs

A problem audit is useful for understanding the issue.

Problem audit: provides a useful framework for interacting with the DM and identifying the
causes of the problem.

It involves discussing:
1. History of the Problem: Understanding what led to the need for action

2. Possible Actions: Evaluating options available to DMs, such as new menu items or
promotions.

3. Evaluation Criteria: Deciding how to measure options based on sales and profit.

4. Recommended Actions: Research will suggest marketing strategies.

5. Information Needed: Comparing McDonald’s with competitors to see strengths and

6. Using Information: DMs will create strategies based on the research and their judgment.

7. Corporate Culture: Knowing how decisions are made in the company is important for
effective research.
 2. Interviews with Industry Experts

Help clarify marketing research problems. These experts, found inside and outside the firm,
provide valuable insights through unstructured personal interviews without formal
questionnaires. The discussion should remain flexible.
The purpose of these interviews is to understand the research problem better, not to find final
solutions.

Challenges include:
1. Some participants may lack true expertise.
2. Finding outside experts can be hard.
These interviews are especially helpful for industrial firms and technical products when other
information is limited.

3. Secondary Data Analysis

Secondary data are collected for reasons other than the current research problem, while
primary data are gathered specifically for that purpose. Sources include business reports,
government data, and marketing research firms.
Analyzing secondary data is essential for defining the research problem and should be done
before collecting primary data.

4. Qualitative Research

When information from decision makers, experts, and secondary data is not enough, qualitative
research helps understand the problem better.
This research is unstructured and exploratory, using small samples and techniques like focus
groups and depth interviews.
Other methods, like Pilot Surveys have open-ended questions and smaller samples, while Case
Studies examine specific cases in detail.
Environmental Context of the Problem
To grasp the background of a marketing research problem, researchers must understand the
client's company and industry.
• Past Information and Forecasts: Historical data and future projections related to the
industry and the firm.
• Resources and Constraints: The firm’s available resources and any limitations it faces.
• Objectives of the Decision Maker: What the decision maker hopes to achieve.
• Buyer Behavior: Understanding how customers act and make purchasing decisions.
• Legal Environment: Relevant laws and regulations affecting the industry.
• Economic Environment: Economic factors that impact the market.
• Marketing and Technological Skills: The firm’s capabilities in marketing and technology.

Step 1 :
The Management Decision Problem: Focuses on what actions the decision maker needs to take,
like how to fix a loss in market share. It looks at options such as changing products, adjusting
marketing strategies, or increasing the promotional budget.
The Marketing Research Problem: Identifying what information is needed and how to get it. It
seeks to understand the underlying causes of a problem rather than just the symptoms.

Defining the Marketing Research Problem

To avoid these mistakes, the marketing research problem should start with a broad statement
and then break it down into specific parts.
Step 2
1.Objective:
Research should be grounded in objective evidence and supported by theory.
1. Theory: A framework based on accepted truths. It helps researchers decide what to
study and how to measure variables, guiding them in organizing and interpreting
findings.
2. Objective Evidence: Unbiased data backed by real-world facts. Researchers gather
this evidence from secondary sources like books and academic journals.
Theory informs which variables to use how to design the study. However, applying theory
requires creativity, as theories may not cover all real-world variables, so researchers must
consider additional factors.

2.Analytical Model
A framework made up of variables and their relationships, representing a real process.
1. Verbal Models: These describe variables and their relationships using written language.
They often summarize the key concepts of a theory.
2. Graphical Models: These are visual representations that isolate variables and show the
direction of their relationships. They help in understanding the system but do not
provide numerical results.
3. Mathematical Models: These specify the relationships among variables using equations.
They are useful for guiding research design and can be manipulated for analysis.

3.Research Questions
Clear statements that break down a problem into specific parts.
They identify what information is needed.
• Each part of the problem can lead to several research questions.
When creating research questions, it’s important to consider the overall problem, the theory
guiding the research, and the analytical model used.
These questions can also be turned into hypotheses for further testing, ensuring that the
information collected helps decision makers.
4.Hypothesis
An unproven (untested) idea about how two or more things might be related. It comes from
the theory and provides a possible answer to a research question.
Hypotheses are clear statements that can be tested and help identify the variables to study.
They connect the research problem and questions, guiding the research process.