Marketing Research
Problem Definition and the
Research Proposal
Dr. Zafer Erdogan
Uncertainty Influences the Type of
Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY
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Problem Discovery and Definition
The indication of a specific marketing
decision area that will be clarified by
answering some research questions.
• First step
• Problem, opportunity, or monitor
operations
• Discovery before definition
• Problem means management problem
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The Process of
Problem Definition
Ascertain the
decision maker’s
objectives
Determine unit of
analysis
Understand
background of
the problem
Determine
relevant variables
Isolate/identify
the problem, not
the symptoms
State research
questions and
objectives
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Ascertain the Decision Maker’s
Objectives
• Decision makers’ objectives
• Managerial goals expressed in
measurable terms.
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The Iceberg Principle
• The principle indicating that the
dangerous part of many marketing
problems is neither visible to nor
understood by marketing managers.
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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.
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Isolate and Identify the Problems,
Not the Symptoms
• Symptoms can be confusing
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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
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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.
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Determine the Unit of Analysis
• Individuals, households, organizations,
etc.
• In many studies, the family rather than
the individual is the appropriate unit of
analysis.
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Determine the Relevant Variable
• Anything that may assume different
numerical values
Types of variables
• Categorical
• Continuous
• Dependent
• Independent
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State the research questions and
research objectives
Research Question
The researcher’s translation of
the marketing problem into a
specific need for inquiry.
Hypothesis
•An unproven proposition
•A possible solution to a problem
•Guess
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Broad
research
objectives
Statement of
marketing
problem
Exploratory
research
(optional)
Specific
Objective 1
Specific
Objective 2
Specific
Objective 3
Research
Design
Results
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Research Proposal
• A written statement of the research
design that includes a statement
explaining the purpose of the study
• Detailed outline of procedures
associated with a particular
methodology
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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?
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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?
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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?
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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?
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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?
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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?
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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?
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Basic Questions Overall Evaluation
•
•
•
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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?
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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.
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