The Problem Definition Process
Can the problem
become an opportunity?
Examine cultural &
bureaucracy issues
Determine cause &
effect relationships
Mgt. support?
Have you researched
other research?
Are the objectives
doable or realistic?
Include timetable and
responsible party
Recognize the problem or opportunity
Understand the decision making environment
Use the symptoms to clarify the problem
Translate mgt. problem to marketing research problem
Determine whether the information already exists
Determine whether the question can be answered
State the research objectives
2
The Decision Making Environment
Exploratory Studies
Preliminary research conducted to increase understanding
of a concept, to clarify the exact nature of the problem to be
solved, or to identify important variables to be studied.
• Define Terms
• Clarify Problems
• Develop Theories
• Establish Priorities
• Gain General Information
Key Methods
Purpose
• Pilot Studies
• Focus Groups
• Case Analyses
• Secondary Data
• Concept Testing
• Depth Interviews
• Taste Tests
• Experience Surveys
3



Theoretical base for your research
Evaluative report of existing literature
Critical assessment of the current state of
knowledge

Find out what has already been done

Discover what has not yet been addressed

Position your research

Identify gaps or flaws in existing research

Suggest methods you should use

Provide support for your chosen methods

Select topic
◦ Achievable, interesting, focused, important

Determine what you want to know
◦ Break down into topic areas
 e.g. Student drinking: current behaviour, effects on
health, effects on functioning, motivations, etc.

Identify key search words and synonyms
◦ e.g. Charity advertisements, charity appeals,
nonprofit advertising, not-for-profit advertising

Identify information sources
◦ Books, academic journals, popular press articles,
government documents, conference proceedings.
◦ Google SCHOLAR
 http://scholar.google.ca/
◦ ABI Inform is an important management database
Use
general and specific information
◦e.g. Recycling:
Overall recycling trends,
general consumer motivations for recycling,
specific local programs.
Use
peer-reviewed academic articles when
possible
◦other (gov’t reports, popular press, stats, etc.)

REVIEW
◦ What is the current state of knowledge in the area?
◦ How have others approached the research area?
◦ What are the key concepts and theories?

MOVING FORWARD
◦ What do we still need to find out?
◦ What is the best way to find that out?
◦ What would be the importance of your research?

Literature review for your group topic
◦ Determine what you want to know
◦ Identify search terms
◦ Find several relevant articles
◦ Summarize these
◦ Write the lit review with references
◦ Submit via email to prof. and all group members