1. Chapter Two
Chapter Two

2. Relationship to Marketing
Figure 2.1 Relationship of Problem Definition and Approach to the Previous Chapter and the Marketing Research Process
Figure 2.1 Relationship to the Previous Chapter and The Marketing Research Process
Focus of This
Chapter
Relationship to
Previous Chapter
Relationship to Marketing
Research Process
Problem Definition
Defining the Management Decision Problem
Defining the Marketing Research Problem
Developing an Approach to the Problem
The Nature of Marketing Research (Chapter 1)
Definition of Marketing Research (Chapter 1)
The Marketing Research Process (Chapter 1)
Approach to Problem
Research Design
Field Work
Data Preparation
and Analysis
Report Preparation
and Presentation

3. Figure 2.2 Defining the Marketing Research Process and Developing
An Approach: An Overview
Figure 2.2 Defining the Marketing Research Process and Developing and Approach: An Overview
Opening Vignette
Importance of Defining the Problem
The Process of Defining the Problem and
Developing an Approach
Fig 2.3
Internet Applications
Focus on Elrick & Lavidge
Tasks Involved
Discussions with DM
Interviews with Experts
Secondary Data Analysis
Qualitative Research
Problem
Audit
Fig 2.5
Environmental Context of the Problem
Fig 2.4
Fig 2.6
Application to Contemporary Issues
TQM
International
Technology
Ethics

4. Internet Applications
Figure 2.2 Defining the Marketing Research Process and Developing
An Approach: An Overview (continued)
Figure 2.2 Defining the Marketing Research Process and Developing and Approach: An Overview Continued
Opening Vignette
Management Decision Problem
Table 2.1
Definition of the Marketing Research Problem
Figs
Internet Applications
Focus on Elrick & Lavidge
Components of the Approach
Fig 2.9
Analytical Framework and Models
Specification of Information Needed
Research Questions and Hypothesis
Application to Contemporary Issues
TQM
International
Technology
Ethics

5. 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

6. Figure 2.4 Conducting a Problem Audit
History of the Problem
Alternative Courses of Action Available to DM
Criteria for Evaluating Alternative Courses
Nature of Potential Actions Based on Research
Information Needed to Answer the DM’s Questions
How Will Each Item of Information Be Used by the DM?
Corporate Decision-Making Culture

7. Figure 2.5 Discussion Between the Researcher and the DM
Focus of the DM
Focus of the Researcher
Symptoms
Loss of Market Share
Underlying Causes
Superior Promotion by Competition
Inadequate Distribution of Company’s Products
Lower Product Quality
Price Undercutting by a Major Competitor
Discussion

8. Past Information and Forecasts
Figure 2.6 Factors to be Considered in the Environment Context of
the Problem
Past Information and Forecasts
Figure 2.6 Factors to be Considered in the Environment Context of the Problem
Resources and Constraints
Objectives of the Decision Maker
Buyer Behavior
Legal Environment
Economic Environment
Marketing and Technological Skills
Figure 2.4 Conducting a Problem Audit

9. Figure 2.7 Errors in Defining the Market Research Problem
Common Errors
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.

10. Figure 2.8 Proper Definition of the Marketing Research Problem
Broad
Statement
SPECIFIC COMPONENTS
Component 1
Component 2
Component 3

11. Figure 2.9 Development of Research Questio1 ns and Hypothesis
Figure 2.9 Development of Research Questions & Hypothesis
Components of the Marketing Research Problem
Figure 2.9 Development of Research Questio1 ns and Hypothesis
Analytical
Framework
and
Models
Research
Questions
Hypotheses

12. Research Questions Vs Hypothesis
RQ: Is there an overlap between the features sought by station wagon buyer and buyers of SUV’s.
Possible Hypothesis:
H1: The buyers of station wagon rate certain features of SUV’s as important.
H2: The buyers of SUV’s rate certain features of station wagons as important.
H3: The buyers of SUV’s and station wagon rate certain features as similar to each other.

13. Table 2.1 Management Decision Problem Versus the Marketing Research Problem