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

2. A Sea Horse’s Tale

3. 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

4. Uncertainty Influences the Type of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY

5. Problem Discovery and Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem

6. “The formulation of the problem is often more essential than its solution.”
Albert Einstein

7. Problem Definition
The indication of a specific marketing decision area that will be clarified by answering some research questions.

8. Defining Problem Results in Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

9. 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

10. Ascertain the Decision Maker’s Objectives
Managerial goals expressed in measurable terms.

11. The 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.

12. 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.

13. Isolate and Identify the Problems, Not the Symptoms
Symptoms can be confusing

14. 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

15. 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.

16. Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the individual is the appropriate unit of analysis.

17. Determine the Relevant Variable
Anything that may assume different numerical values

18. Types of Variables
Categorical
Continuous
Dependent
Independent

19. Hypothesis An unproven proposition A possible solution to a problem
Guess

20. State the research questions and research objectives

21. If you do not know where you are going, any road will take you there.

22. Broad research objectives Statement of marketing problem
Exploratory research (optional)
Specific Objective 1
Specific Objective 2
Specific Objective 3
Research Design
Results

23. 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

24. 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

25. 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?

26. 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?

27. 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?

28. 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?

29. 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?

30. 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?

31. 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?

32. 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?

33. 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.

41. Defining Problem Results in Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

42. Problem Definition Process