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Problem
Problem Discovery
and Definition
Problem
discovery
Sampling
Selection of
exploratory research
technique
Secondary
(historical)
data
Experience
survey
Probability
Pilot
study
Case
study
Problem definition
(statement of
research objectives)
Experiment
Laboratory
Interview
Data
Gathering
Collection of
data
(fieldwork)
Data
Processing
and Analysis
Editing and
coding
data
Conclusions
and Report
Survey
Field
Nonprobability
Data
processing
Selection of
basic research
method
Research Design
Selection of
exploratory research
technique
Questionnaire
Observation
Secondary
Data Study
Interpretation
of
findings
Report
Interviews with
Experts
Secondary Data
Analysis
Qualitative
Research
Research
Questions and Hypotheses
Specification of
Information Needed
Symptoms vs.
Problems
Microbrewery
Symptom
Consumers prefer the taste of competitors brand
True Problem
Old-fashioned package influenced taste perception
Symptoms vs.
Problems
Manufacturer of palm-size computers with
Internet access
Symptom
Distributors complain prices are too high
True Problem
Distributors do not have adequate product knowledge to
communicate products value
Management 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
causes
Translating 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?
Problem Definition is
too Broad
Does Not Provide
Guidelines for
Subsequent Steps
e.g., Improving the
Companys Image
Problem Definition
is too Narrow
May Miss Some
Important Components
of the Problem
e.g. Changing Prices in
Response to a
Competitors Price
Change.
Research
Questions
Hypotheses
Analytical
Framework
and
Models