Defining the Research Problem

1. Defining the Research Problem

2. The Marketing Research Process Figure 1.4 The Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report

3. Selection of exploratory research technique Problem discovery Problem Discovery and Definition Sampling Selection of exploratory research technique Probability Nonprobability Secondary (historical) data Experience survey Pilot study Case study Collection of data (fieldwork) Data Gathering Data Processing and Analysis Editing and coding data Problem definition (statement of research objectives) Data processing Selection of basic research method Research Design Conclusions and Report Interpretation of findings Experiment Survey Observation Secondary Data Study Report Laboratory Field Interview Questionnaire

4. The Problem Definition and Approach Development Process 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 Specification of Information Needed Step 3: Research Design

5. Beware the Iceberg! • The Iceberg Principle • The 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.

6. Symptoms vs. Problems • Microbrewery • Symptom • Consumers prefer the taste of competitor’s brand • PD based on the Symptom • What type of reformulated taste is needed? • True Problem • Old-fashioned package influenced taste perception

7. Symptoms vs. Problems • Manufacturer of palm-size computers with Internet access • Symptom • Distributors complain prices are too high • PD based on the Symptom • Investigate business users to learn how much prices need to be reduced • True Problem • Distributors do not have adequate product knowledge to communicate product’s value

8. Management Decision Problems Ask what the decision maker needs to do Action oriented Focus on symptoms Marketing Research Problems Ask what information is needed and how it should be obtained Information oriented Focus on the underlying causes Management Decision Problems vs.Marketing Research Problems

9. Translating Management Problems into Research Problems (Questions) • Management Problem • Determine the best ways the firm can communicate with potential purchasers of laptop computers • Research Questions • How 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?

10. Errors in Defining the Market Research Problem Figure 2.7 Errors in Defining the Market Research Problem • 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. Common Errors

11. “Bad” vs. “Good” Research Questions • Research questions should be stated as clearly as possible • “Bad” research question • Is advertising copy X better than advertising copy Y? • “Good” research question • Which advertising copy has a higher day-after recall score?

12. Development of Research Questions & Hypothesis Figure 2.9 Development of Research Questio1ns and Hypothesis Components of the Marketing Research Problem Analytical Framework and Models Research Questions Hypotheses

13. Analytical Framework & Models • Research questions & hypotheses are developed within analytical frameworks • Basically, theories & models • Theory suggests that satisfactionimproves morale & perceptions • A sales manager who wants to increase market share (management problem) may • Ask how to encourage salespeople to generate more sales (research question) • State that (based on theory) higher job satisfaction leads to greater sales productivity (hypothesis)