3Problem discovery Selection of exploratory research technique and DefinitionSamplingSelection ofexploratory researchtechniqueProbabilityNonprobabilitySecondary(historical)dataExperiencesurveyPilotstudyCasestudyCollection ofdata(fieldwork)DataGatheringDataProcessingandAnalysisEditing andcodingdataProblem definition(statement ofresearch objectives)DataprocessingSelection ofbasic researchmethodResearch DesignConclusionsand ReportInterpretationoffindingsExperimentSurveyObservationSecondaryData StudyReportLaboratoryFieldInterviewQuestionnaire
4Uncertainty Influences the Type of Research CAUSAL ORDESCRIPTIVECOMPLETELYCERTAINABSOLUTEAMBIGUITYEXPLORATORY
5Problem Discovery and Definition First stepProblem, opportunity, or monitor operationsDiscovery before definitionProblem means management problem
6“The formulation of the problem is often more essential than its solution.” Albert Einstein
7Problem DefinitionThe indication of a specific marketing decision area that will be clarified by answering some research questions.
8Defining Problem Results in Clear Cut Research Objectives Symptom DetectionAnalysis ofthe SituationExploratoryResearch(Optional)Problem DefinitionStatement ofResearch Objectives
9The Process of Problem Definition Ascertain the decision maker’s objectivesDetermine unit of analysisUnderstand background of the problemDetermine relevant variablesIsolate/identify the problem, not the symptomsState research questions and objectives
10Ascertain the Decision Maker’s Objectives Managerial goals expressed in measurable terms.
11The Iceberg Principle in Problem Definition The principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers.
12Understand the Background of the Problem Exercising judgmentSituation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.
13Isolate and Identify the Problems, Not the Symptoms Symptoms can be confusing
14Symptoms 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
15Problem DefinitionOrganization Symptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.Neighborhood residents prefer the expensive water park and have negative image of swimming pool.Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.
16Determine the Unit of Analysis Individuals, households, organizations, etc.In many studies, the family rather than the individual is the appropriate unit of analysis.
17Determine the Relevant Variable Anything that may assume different numerical values
18Types of VariablesCategoricalContinuousDependentIndependent
19Hypothesis An unproven proposition A possible solution to a problem Guess
20State the research questions and research objectives
21If you do not know where you are going, any road will take you there.
22Broad research objectives Statement of marketing problem Exploratory research (optional)Specific Objective 1Specific Objective 2Specific Objective 3Research DesignResults
23The Process of Problem Definition Ascertain the decision maker’s objectivesDetermine unit of analysisUnderstand background of the problemDetermine relevant variablesIsolate/identify the problem, not the symptomsState research questions and objectives
24Research ProposalA written statement of the research design that includes a statement explaining the purpose of the studyDetailed outline of procedures associated with a particular methodology
25Basic 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?
26Basic 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?
27Basic 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?
28Basic 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?
29Basic 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?
30Basic 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?
31Basic 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?
32Basic 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?
33Anticipating Outcomes Dummy tablesRepresentations 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.