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    Problem Formulation in MR

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    Ankita Saini
    The document discusses marketing research processes including problem formulation, data collection and analysis. It provides examples of problem definition including diagnosing situations, identifying marketing problems and deriving research problems. Common constructs investigated in marketing research are defined, such as brand awareness, attitudes, purchase intentions and satisfaction. Examples are given of applying the problem definition process to situations involving declining market share, weak sales and introducing new products or distribution channels. The appropriate research design depends on the specific goals and needs of each research effort.

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    Problem Formulation in MR

    Uploaded by

    Ankita Saini
    285 views18 pages
    The document discusses marketing research processes including problem formulation, data collection and analysis. It provides examples of problem definition including diagnosing situations, identifying marketing problems and deriving research problems. Common constructs investigated in marketing research are defined, such as brand awareness, attitudes, purchase intentions and satisfaction. Examples are given of applying the problem definition process to situations involving declining market share, weak sales and introducing new products or distribution channels. The appropriate research design depends on the specific goals and needs of each research effort.

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    Problem Formulation in Mr

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    The document discusses marketing research processes including problem formulation, data collection and analysis. It provides examples of problem definition including diagnosing situations, identifying marketing problems and deriving research problems. Common constructs investigated in marketing research are defined, such as brand awareness, attitudes, purchase intentions and satisfaction. Examples are given of applying the problem definition process to situations involving declining market share, weak sales and introducing new products or distribution channels. The appropriate research design depends on the specific goals and needs of each research effort.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    285 views18 pages

    Problem Formulation in MR

    Uploaded by

    Ankita Saini
    The document discusses marketing research processes including problem formulation, data collection and analysis. It provides examples of problem definition including diagnosing situations, identifying marketing problems and deriving research problems. Common constructs investigated in marketing research are defined, such as brand awareness, attitudes, purchase intentions and satisfaction. Examples are given of applying the problem definition process to situations involving declining market share, weak sales and introducing new products or distribution channels. The appropriate research design depends on the specific goals and needs of each research effort.

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    of 18

    Chapters 3 & 4

    The Marketing Research


    Process
    Problem Formulation
    Formulate Problem
    Determine Research Design
    Determine Data Collection Method
    Design Data Collection Forms
    Design Sample and Collect Data
    Analyze and Interpret Data
    Prepare the Research Report
    Sources Marketing Problems
    Sources of
    Marketing Problems
    Purpose of
    Marketing Research
    Unanticipated Change Find out what is
    happening and why.
    Planned Change How to bring about the
    desired change.
    Serendipity in the Form
    of New Ideas
    How to capture and
    evaluate the promise of
    the new idea.
    The Problem Definition Process
    Diagnosis of the Situation
    Identifying the Marketing Problem
    Deriving the Research Problem
    Case 1.1: Big Brothers of Fairfax
    County
    What is (are) the marketing decision
    problem(s)?
    What is (are) the marketing research
    problem(s)?
    What types of information would be useful
    to answer the questions?
    How would you go about securing this
    information?
    Marketing Research Process
    Using the steps in the research process to
    structure your thinking evaluate the
    following marketing research effort.
    See Question 3, Page 53 for scenario.
    Which type of research design is
    most appropriate?
    Franks flies is a fishing lure manufacturer.
    Franks management has decided to enter
    the lucrative market for trout flies, an area
    in which the company has little experience.
    The fly development department has
    decided that it needs more information
    concerning trout fishing in general before it
    can begin designing the new product line.
    Which type of research design is
    most appropriate?
    The management team at Aardvark Audio
    strongly suspects that the companys current
    advertising campaign is not achieving its stated
    goal of raising consumer awareness of the
    companys name to a 75 percent recognition level
    in the target market. The team has decided to
    commission a research project to test the
    effectiveness of the various ads in the current
    campaign.
    Which type of research design is
    most appropriate?
    Ace Fertilizer company is trying to decide where
    advertisements for its vegetable garden fertilizers
    should be placed. Management is contemplating
    a research project to determine which
    publications home gardeners read on a regular
    basis.
    Problem Definition Areas Questions
    Symptoms What has changed that is causing
    you concern?
    Background What is the recent history of the
    brand, service, company, or
    market involved?
    Decision Maker's Situation How are these changes
    impacting your objectives?
    What resources do you have at
    your disposal? What is the time
    frame for required action?
    Information What do you know about the
    circumstances of these changes?
    Problem Definition Areas Questions
    Suspected Causes Why do you think these changes
    have come about?
    Possible Solutions What do you have the power to
    do about these changes?
    Anticipated Consequences If you do things in your power,
    what are the most likely results?
    Assumptions Why do you anticipate these
    responses to your actions to
    resolve the problem?
    Constructs Often Investigated by
    Marketing Research
    Construct Operational Def.
    Brand awareness Percent of respondents having
    heard of brand
    Recall, recognition of
    advertising
    The number who remember
    seeing a specific ad
    Knowledge of product,
    features
    What can they tell about the
    product
    Brand familiarity Those who have seen the
    brand or tried it
    Constructs Often Investigated by
    Marketing Research
    Construct Operational Def.
    Comprehension of product
    benefits
    What respondents think the
    product does for them
    Attitudes, feelings toward
    brand
    The number who feel positive,
    negative or neutral
    Intentions to purchase The number that are planning
    to buy it
    Past purchase or use The percent that bought it
    Constructs Often Investigated by
    Marketing Research
    Construct Operational Def.
    Satisfaction How they evaluate its
    performance
    Importance of some factor What factors determine their
    purchase choice
    Demographics How old, what gender, etc.
    Brand loyalty How many times they bought
    the brand in the last 6 mos.
    Problem Definition Process Examples
    General
    Situation
    Diagnosis Marketing
    Problem
    Research
    Problem
    Market share is
    declining
    Customers are
    switching to
    brand A
    Reinforce
    brand loyalty
    Find out why
    brand A is
    preferred
    Sales are down Store traffic is
    down
    Build store
    traffic
    Find out why
    fewer people
    are visiting
    store
    Profit decline Big advertising
    campaign failed
    Design new ad
    campaign
    Evaluate
    alternative ads
    and media
    Problem Definition Process Examples
    General
    Situation
    Diagnosis Marketing
    Problem
    Research
    Problem
    Product line is
    growing
    obsolete
    New product is
    needed
    Select new
    product to
    market
    Evaluate
    alternative
    product designs
    Distribution is
    weak
    More stores are
    needed
    Insert new
    stores
    Evaluate
    prospective
    store locations
    New product
    line is being
    introduced
    Promotional
    resources must
    be allocated to
    geographic
    markets
    Assign sales
    force and
    distribute local
    advertising
    budget
    Identify and
    array high
    sales-potential
    markets

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