Problem definition

Sources of Information

Internal sources Intuition is also a good source of information

Need for Research

Research will reduce the level of uncertainty in making a decision Rational decision models suggest that information is sought when the marginal benefit in terms of uncertainty/risk resolution matches the marginal cost of collecting and processing this information

Risk perception is however a characteristic of the decision maker/ decision making unit
Risk perception of decision maker Need for Research

Decision problem

Research Process
Decision Area

Research problem

Research Questions/ Hypothesis Purpose of study Research Design Type of analysis Instrument design Type of information

Sampling design

Data analysis

Converting the Decision area to the research objectives

Need to make decision Research Brief

Decision area not clear

Decision area clear

Interaction process

Conceptualization

Decision tree approach

Use existing concept

Develop a new concept

Interactive method

Identify possible problem

Assume information is available

Will it answer the decision area? No What other information is required

Yes

Then it becomes Research objective

Can decision be made with existing information? Yes What information is required?

What No information is required?

No

Is the information sufficient to make the decision? Yes Prioritize research objectives based on criticality of information

1. 2. 3. 4.

5. 6.

7.

Why not make a decision based on existing knowledge instead of conducting marketing research? What information will make a difference in the decisions to be made? Does the decision maker really need to know this? If the discussion suggests that the decision is not possible with this information, then the information may not useful (then go to 6). If the information is relevant then it becomes a research objective (go to 7). What could be the other information required to make an informed decision (then go to 3)? Would the research objective provide sufficient information to address the decision area? If yes go to 7. If no go to 6. Prioritize research objectives based on the criticality of the information required

Other Approaches

Decision Tree approach Applying Existing concept

Environmental Consciousness Business school ranking

Applying new concept

Network of Indian Environment ProfessionalsNetwork of Indian Environment Professionals (NIEP) links Indian and International Environment and Nature Professionals and Organisations in Global Network facilitating exchange of business and outsourcing potential across the Government of India has approached NIEP with the following brief: Given the generally deteriorating state of the environment, both locally and globally, the question of the extent of popular concern about environmental problems in India has been of considerable importance. Government leaders often assume that the public is unaware of environmental problems and little concerned with their solution. Environmental NGOs, on the other hand, often assert that common people are deeply concerned about the state of their environment, reflecting traditional beliefs that people should live in harmony with nature. Empirical information on popular attitudes toward the environment in India is in short supply, however, so that no one really knows what the level of popular environmental consciousness actually is. NIEP has approached you to develop a detailed research proposal to study the environmental consciousness amongst Indians.

Decision Tree approach: Environmental protection

Environment protection Profile citizens on the basis of how they define environment What Environment means to the respondent

Profile citizens based on their awareness about the importance of protecting environment Not aware of imp ortance of protecting environment Readership behaviour Profile customers based on desire to act

Aware of the importance of protecting environment

No Desire to protect environment

Desire to protect environment Identify what needs to be communicated and to whom

Readership behaviour

Knowledge of what degrades environment

Identify factors which facilitate/ hinder actions to protect environment

Willing to Act

Profile customers based on factors which facilitate/ hinder actions to protect environment Identify media to be used to communicate to different groups

Readership behaviour

Conceptualization using AIDA Awareness

Meaning of Environment Immediate surroundings National level Global level Causes of damage Plastic Pollution Aerosols Cutting of trees etc

Interest

Extent of damage Water pollution Air pollution Tsunami Floods Global warming etc Who damages Industries Individuals Developed nations etc Possible actions Avoid plastics Car pooling Wastage of water, electricity etc

Desire

Attitudes and motives towards protecting environment Corrective actions- - who can do

Industry Individual Government etc Why protect For present For future

Action

What are you doing

Avoid plastics Car pooling

Wastage of water, electricity etc