Problem Definition And The Research Process

Problem Definition and the Research Process

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.

The Marketing Research Process

(8) Writing and Presenting the Report

(7) Analyzing the Data

(6) Preparation & Tabulation of Data

(8) Follow-up

(1 ) Identifying the Problem and State the Marketing Research Objectives (5) Collection of the Data

(2) Creation of the Research Design

(3) Choosing the Type of Research

(4) Selection of Sampling Procedure

Correctly Defining the Problem

Step One:

Identify the Problem and State the Marketing Research Objectives The process for defining the problem is shown in figure 3.1

The best objectives will lead to precise decision making information for managers.

Defining the Problem

Figure 3.1 The Problem Definition Process Identify the problem or opportunity

Find out why the information is being sought

Understand the decision-making environment ( the industry, company, product, and target market)

Use the symptoms to help clarify the problem

Correctly Defining the Problem

Translate the management problem into a marketing research problem

Determine whether the information already exists

Determine whether the research problem can really be answered.

State the research objectives

Research Problems - Examples

1. To determine the percentage of families who got any electronic household instrument in a special offer 2. To determine the demand for: a. household vacuum cleaners b. Microwave Oven c. a refrigerator d. mp3/vcd/dvd player 3. To determine the choice of cars in middle class families in a small car segment.

The Marketing Research Process

Step Two:

Creating the Research Design

Descriptive Studies: • who • what • where • when • how Causal Studies:

The Marketing Research Process

Step Three:

Choosing a Basic Method of

Research Survey: an interviewer and questionnaire Observation: to monitor respondents’ actions without direct interaction Experiments: to measure causality

Step Four:

Selection of the Sampling Procedure

Probability versus Nonprobability Sampling

The Marketing Research Process

Step Five:

Collection of the Data

•Marketing research field service

Step Six:

Preparation and Tabulation of Data

•Preparing the raw data •Tabulation of the data

The Marketing Research Process

Step Seven:

Analyzing the Data

To interpret and draw conclusions

Step Eight:

Preparing and Writing the Report

•Using the internet to disseminate reports •Judging the quality of a report

Managing the Research Process

Expectations of Decision Makers From Marketing Researchers 1. Maintenance of client confidentiality 2. Honesty 3. Punctuality 4. Flexibility 5. Delivery of project specifications

Managing the Research Process

Expectations of Decision Makers From Marketing Researchers 6. Provision of high-quality output 7. Maintenance of high quality-control standards 8. Customer-orientation 9. Keeps the client informed

Managing the Research Process

Good Research Management Motivates Decision-Makers To Use Research Information The determinants of whether a manager used research data: (1) conformity to prior expectations (2) clarity of presentation (3) research quality (4) political acceptability

The Marketing Research Process

End of Research Process