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Exploring

Marketing Research

Problem Definition and the

Research Proposal

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COMPLETELY

CERTAIN

ABSOLUTE

AMBIGUITY

CAUSAL OR

DESCRIPTIVE

EXPLORATORY

Remember - Uncertainty Influences the Type of Research

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Problem Discovery and Definition

First Step

Problem, Opportunity, or Monitor Operations

Discovery before Definition

Problem means Management Problem

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Problem definition

The indication of a specific marketing

decision area that will be clarified by

answering some research questions.

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Statement of

Research Objectives

Problem Definition

Defining Problem Results in

Clear Cut Research Objectives

Exploratory

Research

(Optional)

Analysis of

the Situation

Symptom Detection

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The Process of

Problem DefinitionAscertain the

decision makers

objectives

Understand

background of the

problem (situation

analysis)

Isolate/identify the

problem, not the

symptoms

Determine unit of

analysis

Determine relevant

variables

State research

questions and

objectives

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Ascertain the Decision Makers

Objectives

Decision makers objectives

Managerial goals expressed in measurable

terms.

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The I ceberg Principle

The principle indicating that the dangerouspart of many marketing problems is neither

visible to nor understood by marketing

managers.

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Understand the Background of

the Problem

Exercising Judgment

Situation analysis - The informal gathering

of background information to familiarize

researchers or managers with the decision

area.

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Symptoms Can Be Confusing

Twenty-year-old neighborhood swimming

association:

Membership has been declining for

years.

New water park -residents prefer the

expensive water park????

Demographic changes: Children have

grown up.

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Problem Definition

Organization Symptoms Based on Symptom True Problem

Twenty-year-oldneighborhood

swimming

association in a

major city.

Membership has beendeclining for years.

New water park with

wave pool and water

slides moved into

town a few years ago.

Neighborhoodresidents prefer the

expensive water

park and have

negative image of

swimming pool.

Demographic changes:Children in this 20-

year-old neighborhood

have grown up. Older

residents no longer

swim anywhere.

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Determine the Unit of Analysis

Individuals, households, organizations, etc.

In many studies, the family rather than the

individual is the appropriate unit of

analysis.

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Determine the relevant

VARIABLE

Anything that may assume different

numerical values

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Types of Variables

Category

Limited number of distinct variables

Ex. Male or female Continuous

Infinite range of numbers

Ex. Sales volume

Causal research Dependent variablevariable that is expected to be

predicted or explained

Independent variableinfluences the dependent

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Hypothesis

An unproven proposition

A possible solution to a problem

Guess

Problems are interrogative

Hypotheses are declarative and morespecifically related to research operations

and testing.

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Decision-oriented

Research Objectives

Objective is researchers version of the marketingproblem.

Objective is derived from the problem definitionand it explains the purpose of the research inmeasurable terms.

Objectives must specify the information needed to

make a decision. Objectives should be managerial action standard.

If measurement turns out to be X, then managementwill do A, if measurement is Y, management will do B.

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Basic Questions -

Problem Definition

What is the purpose of the study?

How much is already known?

Is additional background information necessary?

What is to be measured? How?

Can the data be made available?

Should research be conducted? Can a hypothesis be formulated?

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Basic Questions -

Basic Research Design

What types of questions need to be

answered?

Are descriptive or causal findings required?

What is the source of the data?

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Basic Questions -

Basic Research Design

Can objective answers be obtained by

asking people?

How quickly is the information needed?

How should survey questions be worded?

How should experimental manipulations be

made?

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Basic Questions -

Selection of Sample

Who or what is the source of the data?

Can the target population be identified?

Is a sample necessary?

How accurate must the sample be?

Is a probability sample necessary?

Is a national sample necessary?

How large a sample is necessary?

How will the sample be selected?

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Basic Questions -

Data Gather ing

Who will gather the data?

How long will data gathering take?

How much supervision is needed?

What operational procedures need to be

followed?

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Basic Questions -

Data Analysis

Will standardized editing and coding

procedures be used?

How will the data be categorized? What statistical software will be used?

What is the nature of the data?

What questions need to be answered? How many variables are to be investigated

simultaneously?

Performance criteria for evaluation?

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Basic Questions -

Type of Report

Who will read the report?

Are managerial recommendations

requested?

How many presentations are required?

What will be the format of the written

report?

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Basic Questions -

Overal l Evaluation

How much will the study cost?

Is the time frame acceptable?

Is outside help needed?

Will this research design attain the stated

research objectives?

When should the research be scheduled to

begin?

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Anticipating Outcomes

Dummy tables

Representations of the actual tables that will

be in the findings section of the final report;

used to gain a better understanding of what

the actual outcomes of the research will be.

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Example of

Dummy Table

Smokes Non-Smoker

Male

Female