Transcript Chapter02 - courses.psu.edu

Figure 2.1 Relationship of Problem Definition and Approach to
the Previous Chapter and the Marketing Research Process
Focus of This
Chapter
Relationship to
Previous Chapter
• Defining the
Management
Decision Problem
• The Nature of
Marketing Research
(Chapter 1)
• Defining the
Marketing
Research Problem
• Definition of
Marketing Research
(Chapter 1)
• Developing an
Approach to the
Problem
• The Marketing
Research Process
(Chapter 1)
Relationship to Marketing
Research Process
Problem Definition
Approach to Problem
Research Design
Field Work
Data Preparation
and Analysis
Report Preparation
and Presentation
Figure 2.2 Defining the Marketing Research Process and Developing
An Approach: An Overview
Internet Applications
Importance of Defining the Problem
The Process of Defining the Problem and
Developing an Approach
Fig 2.3
Tasks Involved
Discussions
Interviews
with DM
with Experts
Problem
Fig 2.5
Audit
Fig 2.4
Fig 2.6
TQM
Secondary
Data Analysis
Qualitative
Research
Environmental Context of the Problem
Application to Contemporary Issues
International
Technology
Ethics
Focus on Elrick & Lavidge
Opening Vignette
Figure 2.2 Defining the Marketing Research Process and Developing
An Approach: An Overview (continued)
Opening Vignette
Table 2.1
Definition of the Marketing Research Problem
Figs
2.7-2.8
Components of the Approach
Fig 2.9
Analytical
Framework and
Models
Research
Questions and
Hypothesis
Specification of
Information
Needed
Application to Contemporary Issues
International Technology
TQM
Ethics
Focus on Elrick & Lavidge
Internet Applications
Management Decision Problem
Figure 2.3 The Problem Definition and Approach Development Process
Tasks Involved
Discussions with
Decision Makers
Interviews with
Experts
Secondary Data
Analysis
Qualitative
Research
Environmental Context of the Problem
Step 1: Problem Definition
Management Decision Problem
Marketing Research Problem
Step 2: Approach to the Problem
Analytical Framework
and Models
Research
Questions and Hypotheses
Step 3: Research Design
Specification of
Information Needed
Figure 2.4 Conducting a Problem Audit
History of the Problem
Alternative Courses of Action Available to DM
Criteria for Evaluating Alternative Courses
Nature of Potential Actions Based on Research
Information Needed to Answer the DM’s Questions
How Will Each Item of Information Be Used by the DM?
Corporate Decision-Making Culture
Figure 2.5 Discussion Between the Researcher and the DM
Focus of the DM
Focus of the Researcher
Symptoms
Underlying Causes
• Loss of Market Share
Discussion
• Superior Promotion by
Competition
• Inadequate Distribution
of Company’s Products
• Lower Product Quality
• Price Undercutting by a
Major Competitor
Figure 2.6 Factors to be Considered in the Environment Context of
the Problem
Past Information and Forecasts
Resources and Constraints
Objectives of the Decision Maker
Buyer Behavior
Legal Environment
Economic Environment
Figure 2.4 Conducting a Problem Audit
Marketing and Technological Skills
Figure 2.7 Errors in Defining the Market Research Problem
Common
Errors
Problem Definition is
too Broad
•Does Not Provide
Guidelines for
Subsequent Steps
•e.g., Improving the
Company’s Image
Problem Definition
is too Narrow
•May Miss Some
Important Components
of the Problem
•e.g. Changing Prices in
Response to a
Competitor’s Price
Change.
Figure 2.8 Proper Definition of the Marketing Research
Problem
Marketing Research Problem
Broad
Statement
Component
1
Component
2
Component
3
SPECIFIC COMPONENTS
Figure 2.9 Development of Research Questions & Hypothesis
Components of
the Marketing
Research Problem
Research
Questions
Hypotheses
Analytical
Framework
and
Models
Research Questions Vs Hypothesis
• RQ: Is there an overlap between the features
sought by station wagon buyer and buyers
of SUV’s.
– Possible Hypothesis:
• H1: The buyers of station wagon rate certain
features of SUV’s as important.
• H2: The buyers of SUV’s rate certain features of
station wagons as important.
• H3: The buyers of SUV’s and station wagon rate
certain features as similar to each other.
TABLE 2.1
Management Decision Problem Versus the Marketing Research Problem
______________________________________________________________
Management Decision Problem
Marketing Research Problem
______________________________________________________________
Asks what the decision maker
needs to do
Action oriented
Focuses on symptoms
Asks what information is needed
and how it should be obtained
Information oriented
Focuses on the underlying causes
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