Exploring Marketing Research William G. Zikmund Chapter 5: Problem Definition and the Research Proposal

Problem discovery Selection of exploratory research technique 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 Copyright © 2000 Harcourt, Inc. All rights reserved.

Remember - Uncertainty Influences the Type of Research CAUSAL OR DESCRIPTIVE COMPLETELY CERTAIN ABSOLUTE AMBIGUITY EXPLORATORY Copyright © 2000 Harcourt, Inc. All rights reserved.

Problem Discovery and Definition First Step Problem, Opportunity, or Monitor Operations Discovery before Definition Problem means Management Problem Copyright © 2000 Harcourt, Inc. All rights reserved.

“The formulation of the problem is often more essential than its solution.” Albert Einstein Copyright © 2000 Harcourt, Inc. All rights reserved.

Problem definition The indication of a specific marketing decision area that will be clarified by answering some research questions. Copyright © 2000 Harcourt, Inc. All rights reserved.

Defining Problem Results in Clear Cut Research Objectives Symptom Detection Analysis of the Situation Exploratory Research (Optional) Problem Definition Statement of Research Objectives Copyright © 2000 Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. The Process of Problem Definition Ascertain the decision maker’s objectives Determine unit of analysis Understand background of the problem Determine relevant variables Isolate/identify the problem, not the symptoms State research questions and objectives Copyright © 2000 Harcourt, Inc. All rights reserved.

Ascertain the Decision Maker’s Objectives Managerial goals expressed in measurable terms. Copyright © 2000 Harcourt, Inc. All rights reserved.

The Iceberg Principle The principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers. Copyright © 2000 Harcourt, Inc. All rights reserved.

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. Copyright © 2000 Harcourt, Inc. All rights reserved.

Isolate and identify the problems, not the symptoms Symptoms Can Be Confusing Copyright © 2000 Harcourt, Inc. All rights reserved.

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 Copyright © 2000 Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Problem Definition Organization Symptoms Based on Symptom True Problem Twenty-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. Copyright © 2000 Harcourt, Inc. All rights reserved.

Determine the Unit of Analysis Individuals, households, organizations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis. Copyright © 2000 Harcourt, Inc. All rights reserved.

Determine the relevant VARIABLE Anything that may assume different numerical values Copyright © 2000 Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Types of Variables Categorical Continuous Dependent Independent Copyright © 2000 Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Hypothesis An unproven proposition A possible solution to a problem Guess Copyright © 2000 Harcourt, Inc. All rights reserved.

State the research questions and research objectives Copyright © 2000 Harcourt, Inc. All rights reserved.

Broad research objectives Statement of marketing problem Exploratory research (optional) Specific Objective 1 Specific Objective 2 Specific Objective 3 Research Design Results Copyright © 2000 Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Research Proposal A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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? Copyright © 2000 Harcourt, Inc. All rights reserved.

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. Copyright © 2000 Harcourt, Inc. All rights reserved.