Fig. 2.

The Problem Definition Process

Tasks Involved
Discussion with Decision Maker(s) Interviews with Experts Secondary Data Analysis Qualitative Research

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Step II: Approach to the Problem

Analytical Model: Verbal, Graphical, Mathematical
Characteristics/ Factors Influencing Research Design

Objective/ Theoretical Foundations

Research Questions

Hypotheses

Step III: Research Design

Problem Definition

Discussion with DM Researcher needs to know how to interact with DM. to know what is expected of him & what he needs to know.

Problem Audit
i- Events that made action necessary. ii- Alternative Courses of action available to DM. iii- Criteria of alternative evaluation. iv- Potential actions to be suggested on the basis of research. v- Information needed. vi- The way information will be used by DM vii- Corporate culture related to decision making. This audit is important as most DMs have a vague idea of

Problem Definition

Interviews with industry Experts Purpose is to help define problem. Expert information is obtained by unstructured personal interviews. Secondary Data Business & Govt. sources commercial marketing firms, computerized databases etc. Qualitative Research Unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

Environmental Context of the Problem

I.

Factors that have an impact on the definition of marketing research problem. Past information and Forecasts: Trends with respect to
sales, market share, profitability, technology, population, demography & life style. Check on industry and firm level.

II. III. IV.

I. II.

Resources and Constraints: money & skills and time &

cost.

Objectives: Understand the objectives of organization

and DM clearly.

Buyer Behavior: Following factors are considered:

Number & geographical location of buyers. Demographic & psychographic characteristics.

Environmental Context of the Problem

iii. Consumption habits iv. Response to media promotion v. Price sensitivity vi. Retail outlets patronized vii. Buyer preferences

V- Legal Environment
Laws, patents, trade marks, royalties, trade agreements, taxes and tariffs.

VI- Economic Environment: Income, prices,

savings, credit, and general economic conditions.

VII- Marketing Technologies & Skills.: Computer

and internet etc.

Fig. 2.2

Factors to be Considered in the Environmental Context of the Problem

PAST INFORMATION AND FORECASTS RESOURCES AND CONSTRAINTS OBJECTIVES

BUYER BEHAVIOR LEGAL ENVIROMENT

ECONOMIC ENVIROMENT MARKETING AND TECHNOLOGICAL SKILLS

Management Decision Problem& Marketing Research Problem.

Management decision Problem:

The problem confronting the decision maker. It asks what the decision maker needs to do. It is action oriented.

Marketing research problem:

It tells what information is needed and how it can be obtained in the most feasible way. It is information oriented.

Marketing research problem

Marketing Research problem definition should:

Allow the researcher to obtain information needed to solve management decision problem. Guide the researcher in proceeding with the project. Should neither be too broad or too specific.

Fig. 2.3

Proper Definition of the Research Problem

Marketing Research Problem
Broad Statement

Specific Components

Theoretical Framework.
It is a logically developed, described and elaborated network of associations among variables that have been identified through interviews, observation and literature survey. Following five basic elements/features should be found in a theoretical framework: I. Variables should be clearly identified II. How related are variables with each other III. Discuss whether the relationship would be positive or negative in nature. IV. Clear explanation that why we would expect these relations to exist. V. A schematic diagram of the framework so that reader can visualize the relationships.

Analytical Model

It is a set of variables and their interrelationships designed to represent some real system or process in whole or in part.

Verbal Models: in verbal models relation ships are shown in prose form. Graphical models: models that provide a visual picture of relationships between variables. Mathematical models: models that describe the relationships between variables in equation form.

Research Questions

RQs are refined statements of the specific components of the problem. Formulation of questions is guided not only by problem definition but also by theoretical framework and analytical model.

Hypothesis

A hypothesis in an unproven statement or proposition about a factor or phenomenon of interest. Often it is a possible answer to a research question. It also suggests the variables to be included in research design.

Fig. 2.4

Development of Research Questions and Hypotheses

Components of the Marketing Research Problem

Objective/ Theoretical Framework Analytical Model

Research Questions

Hypotheses

Specification of Information needed

By focusing on each component of the problem and the analytical framework and models, research questions and hypothesis researcher can determine what information should be obtained in the marketing research project.