JSU MKT 497 - Defining the Research Problem

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Defining the Research ProblemFigure 1.4 The Marketing Research ProcessSlide 3Figure 2.3 The Problem Definition and Approach Development ProcessBeware the Iceberg!Symptoms vs. ProblemsSlide 7Management Decision Problems vs. Marketing Research ProblemsTranslating Management Problems into Research Problems (Questions)Figure 2.7 Errors in Defining the Market Research Problem“Bad” vs. “Good” Research QuestionsFigure 2.9 Development of Research Questio1 ns and HypothesisAnalytical Framework & ModelsDefining the Research Defining the Research ProblemProblemThe Marketing Research ProcessThe Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the ReportProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperiment SurveyObservationSecondaryData StudyLaboratory Field Interview QuestionnaireSelection ofexploratory researchtechniqueSamplingProbability NonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringData Processingand AnalysisConclusionsand ReportResearch DesignProblem Discoveryand DefinitionThe Problem Definition and Approach Development ProcessTasks InvolvedQualitative ResearchDiscussions with Decision MakersInterviews withExpertsSecondary DataAnalysisEnvironmental Context of the ProblemStep 1: Problem DefinitionManagement Decision ProblemMarketing Research Problem Step 2: Approach to the ProblemStep 3: Research Design ResearchQuestions and Hypotheses Analytical Framework and Models Specification of Information NeededBeware 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.Symptoms vs. Problems•Microbrewery•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 perceptionSymptoms 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 valueManagement Decision Problems vs.Marketing Research Problems•Management Decision Problems–Ask what the decision maker needs to do–Action oriented–Focus on symptoms•Marketing Research Problems–Ask what information is needed and how it should be obtained–Information oriented–Focus on the underlying causesTranslating Management Problems into Research Problems (Questions)•Management Problem–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?Common ErrorsErrors in Defining the Market Research Problem Problem Definition is too Broad•Does Not Provide Guidelines for Subsequent Steps•e.g., Improving the Company’s ImageProblem Definition is too Narrow•May Miss Some Important Components of the Problem•e.g. Changing Prices in Response to a Competitor’s Price Change.“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?Components of the Marketing Research ProblemResearchQuestionsHypothesesAnalytical FrameworkandModelsDevelopment of Research Questions & HypothesisAnalytical Framework & Models•Research questions & hypotheses are developed within analytical frameworks–Basically, theories & models•Theory suggests that satisfaction improves morale & perceptions•A sales manager who wants to increase market share (management problem) may–Ask how to encourage salespeople to generate more sales (research question)–State that (based on theory) higher job satisfaction leads to greater sales productivity


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JSU MKT 497 - Defining the Research Problem

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