Exploring

Marketing Research
Chapter 5: William G. Zikmund
Problem Definition and the
Research Proposal

Remember - Uncertainty Influences the Type of Research

CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

Problem Discovery and Definition

First Step
Problem, Opportunity, or Monitor Operations

Discovery before Definition

Problem means Management Problem

Problem definition

The indication of a specific marketing

decision area that will be clarified by
answering some research questions.

Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit
of analysis

Understand
background of the
problem (situation
analysis)

Determine
relevant
variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

Ascertain the Decision Makers

Objectives
Decision makers objectives
Managerial goals expressed in measurable
terms.

The Iceberg Principle

The principle indicating that the dangerous
part of many marketing problems is neither
visible to nor understood by marketing
managers.

Understand the Background of

the Problem
Exercising Judgment
Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.

Isolate and identify the

problems, not the symptoms
Symptoms Can Be Confusing

Symptoms Can Be Confusing

Twenty-year-old neighborhood swimming
association:
Membership has been declining for years.
New water park -residents prefer the
expensive water park????
Demographic changes: Children have
grown up
.

Organization
Twenty-year-old
neighborhood
swimming
association in a
major city.

Symptoms
Membership has been
declining for years.
New water park with
wave pool and water
slides moved into
town a few years ago.

Problem Definition
Based on Symptom

True Problem

Neighborhood
residents prefer the
expensive water
park and have
negative image of
swimming pool.

Demographic changes:
Children in this 20year-old neighborhood
have grown up. Older
residents no longer
swim anywhere.

Determine the Unit of Analysis

Individuals, households, organizations, etc.
In many studies, the family rather than the
individual is the appropriate unit of
analysis.

Determine the relevant

VARIABLE
Anything that may assume different
numerical values

Types of Variables
Category
Limited number of distinct variables
Ex. Male or female

Continuous
Infinite range of numbers
Ex. Sales volume

Causal research
Dependent variable variable that is expected to be
predicted or explained
Independent variable influences the dependent

Hypothesis

An unproven proposition
A possible solution to a problem
Guess
Problems are interrogative
Hypotheses are declarative and more
specifically related to research operations
and testing.

Decision-oriented
Research Objectives
Objective is researchers version of the marketing
problem.
Objective is derived from the problem definition
and it explains the purpose of the research in
measurable terms.
Objectives must specify the information needed to
make a decision.
Objectives should be managerial action standard.
If measurement turns out to be X, then management will
do A, if measurement is Y, management will do B.

Basic Questions Problem Definition

What is the purpose of the study?

How much is already known?
Is additional background information necessary?
What is to be measured? How?
Can the data be made available?
Should research be conducted?
Can a hypothesis be formulated?

Basic Questions Basic Research Design

What types of questions need to be
answered?
Are descriptive or causal findings required?
What is the source of the data?

Basic Questions Basic Research Design

Can objective answers be obtained by
asking people?
How quickly is the information needed?
How should survey questions be worded?
How should experimental manipulations be
made?

Basic Questions Selection of Sample

Who or what is the source of the data?

Can the target population be identified?
Is a sample necessary?
How accurate must the sample be?
Is a probability sample necessary?
Is a national sample necessary?
How large a sample is necessary?
How will the sample be selected?

Basic Questions Data Gathering

Who will gather the data?

How long will data gathering take?
How much supervision is needed?
What operational procedures need to be
followed?

Basic Questions Data Analysis

Will standardized editing and coding
procedures be used?
How will the data be categorized?
What statistical software will be used?
What is the nature of the data?
What questions need to be answered?
How many variables are to be investigated
simultaneously?
Performance criteria for evaluation?

Basic Questions Type of Report

Who will read the report?
Are managerial recommendations
requested?
How many presentations are required?
What will be the format of the written
report?

Basic Questions Overall Evaluation

How much will the study cost?

Is the time frame acceptable?
Is outside help needed?
Will this research design attain the stated
research objectives?
When should the research be scheduled to
begin?

Anticipating Outcomes
Dummy tables
Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.

Example of
Dummy Table
Smokes

Male

Female

Non-Smoker

End of
Chapter 5