Defining the Research Problem

The Marketing Research ProcessFigure 1.4 The Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the Report

ProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperiment

Survey

ObservationSecondaryData StudyLaboratoryFieldInterviewQuestionnaireSelection ofexploratory researchtechniqueSamplingProbabilityNonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringData Processingand AnalysisConclusionsand ReportResearch DesignProblem Discoveryand Definition

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The Problem Definition and Approach Development ProcessTasks InvolvedQualitative ResearchDiscussions with Decision MakersInterviews withExpertsSecondary DataAnalysisEnvironmental Context of the ProblemStep 1: Problem DefinitionManagement Decision ProblemMarketing Research Problem Step 2: Approach to the ProblemStep 3: Research Design ResearchQuestions and Hypotheses Analytical Framework and Models Specification of Information NeededFigure 2.3 The Problem Definition and Approach Development Process

Beware the Iceberg!The Iceberg PrincipleThe dangerous part of many marketing problems is neither visible to nor understood by many marketing managers.Submerged parts of the problem must be understood and including in the research design for the research to be useful.

Symptoms vs. ProblemsMicrobrewerySymptomConsumers prefer the taste of competitors brandPD based on the SymptomWhat type of reformulated taste is needed?True ProblemOld-fashioned package influenced taste perception

Symptoms vs. ProblemsManufacturer of palm-size computers with Internet accessSymptomDistributors complain prices are too highPD based on the SymptomInvestigate business users to learn how much prices need to be reducedTrue ProblemDistributors do not have adequate product knowledge to communicate products value

Management Decision Problems vs.Marketing Research ProblemsManagement Decision ProblemsAsk what the decision maker needs to doAction orientedFocus on symptoms

Marketing Research ProblemsAsk what information is needed and how it should be obtainedInformation orientedFocus on the underlying causes

Translating Management Problems into Research Problems (Questions)Management ProblemDetermine the best ways the firm can communicate with potential purchasers of laptop computersResearch QuestionsHow familiar are consumers with the various brands of computers?What attitudes do consumers have toward these brands?How important are the various factors for evaluating the purchase of a laptop computer?How effective are the communications efforts of the various competitive marketers in terms of message recognition?

Common Errors

Errors in Defining the Market Research Problem

Figure 2.7 Errors in Defining the Market Research Problem

Bad vs. Good Research QuestionsResearch questions should be stated as clearly as possibleBad research questionIs advertising copy X better than advertising copy Y?Good research questionWhich advertising copy has a higher day-after recall score?

Components of the Marketing Research ProblemResearchQuestionsHypothesesAnalytical FrameworkandModelsDevelopment of Research Questions & HypothesisFigure 2.9 Development of Research Questio1ns and Hypothesis

Analytical Framework & ModelsResearch questions & hypotheses are developed within analytical frameworksBasically, theories & modelsTheory suggests that satisfaction improves morale & perceptionsA sales manager who wants to increase market share (management problem) mayAsk how to encourage salespeople to generate more sales (research question)State that (based on theory) higher job satisfaction leads to greater sales productivity (hypothesis)

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