Transcript Marketing Research Essentials 5th ed

Problem
Definition and
the Research
Process
Chapter Two
Copyright © 2006
John Wiley & Sons, Inc.
Learning Objectives
1. To understand the problem definition process
2. To learn the steps involved in the marketing
research process
3. To understand the components of the research
request
4. To learn the advantages and disadvantages of
survey, observation, and experimental
research techniques
5. To become familiar with how the research
process is initiated
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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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Managing the
Research Process
•
To become familiar with how the
research process is initiated
What motivated Decision Makers to Use
Research Information?
– The determinants of whether or not a
manager uses research data are:
1.
2.
3.
4.
5.
Conformity to prior expectations
Clarity of presentation
Research quality
Political acceptability within the firm
Lack of challenge to the status quo
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SUMMARY
– Critical Importance of Correctly Defining the
Problem
– Marketing Research Process
– Managing the Research Process
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The End
Copyright © 2006 John Wiley & Sons, Inc.
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