Transcript Marketing Research Essentials 5th ed

Problem
Definition and
the Research
Process
Chapter Two
Copyright © 2006
John Wiley & Sons, Inc.
Exhibit 2.1
Problem Definition Process
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
Correctly Defining
the Problem
To understand 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
Correctly Defining
the Problem
To understand 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
Correctly Defining
the Problem
To understand 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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Critical Importance of
Correctly Defining
the Problem
To understand 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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Critical Importance of
Correctly Defining
the Problem
To learn the steps involved in the
marketing research 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
Correctly Defining
the Problem
To understand 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 2.2
The Marketing Research Process
(8)
Follow-up
(7)
Writing and
Presenting the
Report
(6)
Analyzing the
Data
(1)
Identification of
the Problem and
Statement of
Objectives
(5)
Collecting the
Data
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(2)
Creating of the
Research Design
(3)
Choosing the
Method of
Research
(4)
Selecting the
Sampling
Procedure
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The Marketing
Research 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 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 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 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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The End
Copyright © 2006 John Wiley & Sons, Inc.
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