Exploring Marketing Research

Problem Definition and the Research Proposal

Remember - Uncertainty Influences the Type of Research

CAUSAL OR DESCRIPTIVE

COMPLETELY CERTAIN

ABSOLUTE AMBIGUITY

EXPLORATORY

Problem Discovery and Definition

First Step
Problem, Opportunity, or Monitor Operations

Discovery before Definition Problem means Management Problem

Problem definition
The indication of a specific marketing decision area that will be clarified by answering some research questions.

Defining Problem Results in Clear Cut Research Objectives

Symptom Detection

Analysis of the Situation

Problem Definition Statement of Research Objectives

Exploratory Research (Optional)

The Process of Problem Definition

Ascertain the decision makers objectives Determine unit of analysis

Understand background of the problem (situation analysis)

Determine relevant variables

Isolate/identify the problem, not the symptoms

State research questions and objectives

Ascertain the Decision Makers Objectives

Decision makers objectives Managerial goals expressed in measurable terms.

The Iceberg Principle

The principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers.

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.

Isolate and identify the problems, not the symptoms

Symptoms Can Be Confusing

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
.

Organization Twenty-year-old neighborhood swimming association in a major city.

Symptoms Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.

Problem Definition Based on Symptom Neighborhood residents prefer the expensive water park and have negative image of swimming pool.

True Problem Demographic changes: Children in this 20year-old neighborhood have grown up. Older residents no longer swim anywhere.

Determine the Unit of Analysis

Individuals, households, organizations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis.

Determine the relevant VARIABLE

Anything that may assume different numerical values

Types of Variables
Category
Limited number of distinct variables Ex. Male or female

Continuous
Infinite range of numbers Ex. Sales volume

Causal research
Dependent variable variable that is expected to be predicted or explained Independent variable influences the dependent

Hypothesis
An unproven proposition A possible solution to a problem Guess Problems are interrogative Hypotheses are declarative and more specifically related to research operations and testing.

Decision-oriented Research Objectives

Objective is researchers version of the marketing problem. Objective is derived from the problem definition and it explains the purpose of the research in measurable 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 management will do A, if measurement is Y, management will do B.

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?

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?

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?

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?

Basic Questions Data Gathering

Who will gather the data? How long will data gathering take? How much supervision is needed? What operational procedures need to be followed?

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?

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?

Basic Questions Overall 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?

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.

Example of Dummy Table

Smokes Non-Smoker

Male

Female