Learning Objectives Learning Objectives

1
Problem Definition
and the
Research Process
Copyright 2002
South-Western /Thomson Learning
C
H
A
P
T
E
R


t
h
r
e
e

Learning Objectives Learning Objectives
2
Learning Objectives
2. To learn the steps involved in the marketing research
process.
3. To understand the components of the research
request.
4. To learn the advantages and disadvantages of
survey, observation, and experimental research
techniques.
5. To become familiar with how the research process is
initiated.
1. To understand the problem definition process.
Learning Objectives Learning Objectives
3
To understand the problem
definition process.
Correctly Defining the
Problem
Step One: Identify the Problem and State
the Marketing Research Objectives

The process for defining the problem is shown in figure 3.1

The best objectives will lead to precise decision making
information for managers.
Learning Objectives Learning Objectives
4
To understand the problem
definition process.
Figure 3.1 The Problem Definition Process
Recognize the problem or opportunity
Find out why the information is being sought
Understand the decision-making environment
( the industry, company, product, and target market)
Use the symptoms to help clarify the problem
Opportunity verification
Conducting Exploratory Research
Using the Internet for Exploratory Research
Correctly Defining the
Problem
Learning Objectives Learning Objectives
5
To understand the problem
definition process.
Translate the management problem into a marketing
research problem
Determine whether the information already exists
Determine whether the research problem can really
be answered.
State the research objectives
Avoid the Nice to Know Syndrome
Management Decisions and Research Objectives
Research Objectives Stated as Hypotheses
Correctly Defining the
Problem
Learning Objectives Learning Objectives
6
To learn the steps involved in the
marketing research process.
Step Two: Creating the Research Design

Descriptive Studies:
who
what
where
when
how
Causal Studies:
concomitant variation
spurious association
The Marketing Research
Process
Learning Objectives Learning Objectives
7
The Marketing Research Process Figure 3.2
(1)
Identifying the
Problem and State
the Marketing
Research
Objectives

(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

Learning Objectives Learning Objectives
8
To learn the steps involved in the
marketing research process.
Step Three: Choosing a Basic Method of Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents actions without
direct interaction
Experiments: to measure causality
Step Four: Selecting the Sampling Procedure
Probability versus Nonprobability Samples
The Marketing Research
Process
Learning Objectives Learning Objectives
9
To learn the steps involved in the
marketing research process.
Step Five: Collecting the Data
Marketing research field service
Step Seven: Preparing and Writing the Report
Using the Internet to Disseminate Reports
Judging the quality of a Report
Step Six: Analyzing the Data
To interpret and draw conclusions
The Marketing Research
Process
Learning Objectives Learning Objectives
10
To understand the components of
the research request.
The Research Request
1. Action
2. Origin
3. Information
4. Use
5. Targets and subgroups
6. Logistics
7. Comments
Managing the Research
Process
Learning Objectives Learning Objectives
11
To learn the advantages and
disadvantages of survey, observation
. . .
1. Maintains client confidentiality
2. Is honest
3. Is punctual
4. Is flexible
5. Delivers against project specifications
What Decision Makers Want From Marketing Research
Managing the Research
Process
Learning Objectives Learning Objectives
12
6. Provides high-quality output
7. Is responsive to the clients needs
8. Has high quality-control standards
9. Is customer-oriented
10. Keeps the client informed
To learn the advantages and
disadvantages of survey, observation
. . .
Managing the Research
Process
Learning Objectives Learning Objectives
13
Managers spend at least 80 percent of every working
day communicating with others.
Good Communications Are a Necessity
Good Research Management Motivates Decision-Makers
To Use Research Information
The determinants of whether a manager used research
data:
(1) conformity to prior expectations
(2) clarity of presentation
To learn the advantages and
disadvantages of survey, observation
. . .
Managing the Research
Process
Learning Objectives Learning Objectives
14
To become familiar with the
nature of research management.
(3) research quality
(4) political acceptability
(5) lack of challenge to the status quo

Managing the Research
Process
Learning Objectives Learning Objectives
15
Correctly Defining the Problem
The Marketing Research Process
Managing the Research Process
SUMMARY
Learning Objectives Learning Objectives
16
The End
Copyright 2002 South-Western/Thomson Learning