Chapter 2: Defining the Marketing Research Problem and Developing an Approach
The Process of Defining the Problem and Developing an Approach
Problem definition
A broad statement of
the general problem and
identification of the
specific components of
the marketing research
problem.
Task Involve
Discussions with Decision Makers
The DM needs to understand the
capabilities and limitations of
research.
Interviews with Industry Experts
Individuals knowledgeable about the firm
and the industry, may help formulate the
marketing research problem.
Secondary Data
Are data collected for some
purpose other than the problem at
hand.
Qualitative Research
An unstructured, exploratory research
methodology based on small samples
intended to provide insight and
understanding of the problem setting.
Environmental Context of the Problem
Consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints
of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.
Step 1: Problem Definition
Marketing Research Problem
Asks what information is needed and how it can best be obtained.
Management Decision Problem
Asks what the DM needs to do.
Step 2: Approach to the Problem
Objective/Theoretical
Framework
Research should be
based on objective
evidence and
supported by theory.
Analytical Model
Is a set of variables
and their
interrelationships
designed to represent,
in whole or in part,
some real system or
process.
Research
Questions
Are refined
statements of the
specific
components of the
problem.
Hypothesis
An unproven
statement or
proposition about a
factor or phenomenon
that is of interest to the
researcher.
Step 3: Research Design
Specification of Information Needed
By focusing on each component of the
problem and the analytical framework and
models, research questions, and hypotheses,
the researcher can determine what information
should be obtained in the marketing research
project.
Importance of
defining the
problem
This is the most
important step in a
marketing research
project. Problem
definition involves
stating the general
problem and identifying
the specific components
of the marketing
research problem.