1. Defining the Research Problem

2. Figure 1.4 The Marketing Research Process
Step 1: Defining the Problem (research objectives)
Step 2: Planning the Research Design
Step 3: Planning a Sample
Step 4: Doing Field Work
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

3. Problem Discovery and Definition Sampling
Selection of
exploratory research
technique
Problem
discovery
Problem Discovery
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. What Does “Problem” Mean?
The terms “problem” or “deliverables” can mean
something has gone wrong
clarification of the situation
defining an opportunity
monitoring & evaluating operations
Ultimately, they mean the objectives of the research

5. Figure 2.3 The Problem Definition and Approach Development Process
The Problem Definition Stage
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
Analytical Framework
and Models
Research
Questions and Hypotheses
Specification of
Information Needed

6. Beware the Iceberg! The Iceberg Principle
The dangerous part of many marketing problems is neither visible to nor understood by many marketing managers.
“Submerged” parts of the problem must be understood and including in the research design for the research to be useful.

7. Symptoms vs. Problems Microbrewery Symptom PD based on the Symptom
Consumers prefer the taste of competitor’s brand
PD based on the Symptom
What type of reformulated taste is needed?
True Problem
Old-fashioned package influenced taste perception

8. Symptoms vs. Problems
Manufacturer of palm-size computers with Internet access
Symptom
Distributors complain prices are too high
PD based on the Symptom
Investigate business users to learn how much prices need to be reduced
True Problem
Distributors do not have adequate product knowledge to communicate product’s value

9. Management Decision Problems vs. Marketing Research Problems
Ask what information is needed and how it should be obtained
Information oriented
Focus on the underlying causes
Management Decision Problems
Ask what the decision maker needs to do
Action oriented
Focus on symptoms

10. Translating Management Problems into Research Problems (Questions)
Determine the best ways the firm can communicate with potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of computers?
What attitudes do consumers have toward these brands?
How important are the various factors for evaluating the purchase of a laptop computer?
How effective are the communications efforts of the various competitive marketers in terms of message recognition?

11. “Bad” vs. “Good” Research Questions
Research questions should be stated as clearly as possible
“Bad” research question
Is advertising copy X better than advertising copy Y?
“Good” research question
Which advertising copy has a higher day-after recall score?

12. Figure 2.9 Development of Research Questio1 ns and Hypothesis
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

13. Theories Formal, logical explanations of events
Include descriptions of how things relate to one another (this is the “framework”)
Built through a process of
Reviewing previous findings of similar situations
Simple logical deduction
Knowledge of applicable theoretical areas

14. Theories
Web designer wants to determine what color is best to use for page backgrounds
Consult prior studies that examined the effects of color on package design and retail store design
Perhaps also look at theories that explain retail atmospherics
This would allow logical deductions of how color interacts with atmospherics to improve retail sales

15. Hypotheses
A formal, unproven proposition (prediction) about the empirical (real) world.
Hypotheses state the relationships defined by the theory
Through empirical testing, we can
Reject the hypothesis: the data proved to be inconsistent with the hypothesis
Fail to Reject the hypothesis: the data proved to be consistent with the hypothesis
Never accept an hypothesis … you simply may not yet have discovered enough evidence to reject it.

16. How They Fit Together Management Question Research Objective
What retail price should we charge for our new iPad?
Research Objective
Forecast sales of the new iPad at 3 different price levels.
Hypotheses
Sales will be higher at $599 than at $499.
Sales will be higher at $699 than at $499.
Sales will be higher at $599 than at $699.