Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Chapter TwoChapter TwoCopyright © 2006John Wiley & Sons, Inc.Problem Definition and the Research ProcessJohn Wiley & Son, Inc2Problem Definition ProcessExhibit 2.1Recognize the problem or opportunityFound why the information is being sought:Understand the decision-making environmentUse the symptoms to help clarify the problemTranslate the management problem into a marketing research problemDetermine whether the information already existsDetermine whether the question really can be answeredState the research objectivesJohn Wiley & Son, Inc3•Recognize the Problem or Opportunity–Opportunity Identification•External environment•Marketing mix•New opportunities•Find Out Why the Information Is Being Sought–Use and decisions made with the information–Prioritize the questions–Create sample data—will this answer the questionsTo understand the problem definition processCritical Importance of Correctly Defining the ProblemJohn Wiley & Son, Inc4•Understand the Decision-Making Environment–Situation analysis–Exploratory research–Pilot studies–Experience surveys–Secondary data–Case analysisTo understand the problem definition processCritical Importance of Correctly Defining the ProblemJohn Wiley & Son, Inc5•Use the Symptoms to Clarify the Problem–Symptom•Iceberg principle–“What caused this to occur?”•Translate the Management Problem Into a Marketing Research Problem–Marketing research problem–Marketing research objective–Management decision problemCritical Importance of Correctly Defining the Problem To understand the problem definition processJohn Wiley & Son, Inc6•Determine Whether the Information Already Exist–Can save time and money•Determine Whether the Question Can Be Answered–Identify the following:•You know the information exists or can be obtained•Based on similar prior experience the information can be gathered•Trying this is new and there is a risk of drawing a blankCritical Importance of Correctly Defining the Problem To understand the problem definition processJohn Wiley & Son, Inc7•State the Research Objectives•Stated in terms of precise information necessary to address the problem/opportunity•Road map–Avoid the Nice-to-Know Syndrome–Management Decisions and Research Objectives•Would be a restatement, in research terms, of what management needs to know to make a decisionTo learn the steps involved in the marketing research processCritical Importance of Correctly Defining the ProblemJohn Wiley & Son, Inc8–Research objectives as Hypotheses•Hypothesis—statement about a relationship between or or more variables that can be tested with empirical data•Should contain clear implications for testing stated relationships•Development of the research hypothesis sets the stage for creating the research designCritical Importance of Correctly Defining the Problem To understand the problem definition processJohn Wiley & Son, Inc9The Marketing Research ProcessExhibit 2.2(2)Creating of the Research Design(3)Choosing the Method of Research(4)Selecting the Sampling Procedure(5)Collecting the Data(6)Analyzing the Data(7)Writing and Presenting the Report(8)Follow-up(1)Identification of the Problem and Statement of ObjectivesJohn Wiley & Son, Inc10To learn the steps involved in the marketing research process.The Marketing Research Process•Creating the Research Design–Research design•The plan to be followed to answer the research objectives or hypothesis–Descriptive studies•Who, what, when, where, and how•Variable- a symbol or concept that can assume any one of a set of values•Can shed light on associations or relationshipsJohn Wiley & Son, Inc11–Causal Studies•Investigate whether one variable causes or determines the value of another–Dependent variable—to be predicted or explained–Independent variable—the variable that affects or causes the dependent variable—can be manipulated, changed or altered–Temporal sequence—effect follows closely the hypothesized cause—an appropriate causal order of events–Concomitant variation—the degree to which a presumed cause and a presumed effect occur together or vary togetherThe Marketing Research ProcessTo learn the steps involved in the marketing research process.John Wiley & Son, Inc12To learn the advantages and disadvantages of survey, observation, and experimental research•Choosing a Basic Method of Research–Survey: an interviewer and questionnaire–Observation: to monitor respondents’ actions without direct interaction–Experiments: to measure causality •Selecting a Sampling Procedure–Probability sample–Nonprobability sampleThe Marketing Research ProcessJohn Wiley & Son, Inc13•Collecting the Data–Marketing research field service•Analyzing the Data–To interpret and draw conclusions•Writing and Presenting the Report–Judging the quality of a report–Using the Internet to disseminate the reports•Follow-up–Determine whether the recommendations were followedThe Marketing Research ProcessTo learn the steps involved in the marketing research process.John Wiley & Son, Inc14The EndCopyright © 2006 John Wiley & Sons,