Seminar: Research Project
Problem Definition
Deland Trucking Has a “Recruitment” Problem
“Why are our recruiting costs so high?”
Costs for driver selection and recruitment have not gone up.
The company has to do so many orientation and hiring
sessions.
www.truckshopper.com
6-2
Decision Statement
A written expression of the key question(s) that the
research user wishes to answer.
Good Decisions Start with a
Good Problem Definition
Problem Definition
Process involved in translating decision statement into
more precise research terminology, including a set of
research objectives.
6–3
The Problem-Definition Process
current
conditions
DIFFERENCE
preferable
set of
conditions
 Business performance is worse than expected business
performance.
 Actual business performance is less than possible business
performance.
 Expected business performance is greater than possible
business performance.
6–4
A French yogurt manufacturer noted that the Japanese were
becoming more Westernized.
A survey supported this and appeared to offer a strong
market potential for yogurt.
Poor Questions Result in Poor Research!
6-5
The Problem-Definition Process
6–6
Determine the Unit of Analysis
Indicates what or who should provide the data and at
what level of aggregation.
• Individuals (such as customers, employees, and owners)
• Households (families, extended families, and so forth)
• Organizations (businesses and business units)
• Departments (sales, finance, and so forth)
• Geographical areas
• Objects (products, advertisements, and so forth).
6–7
Types of Variables
• Continuous variable
• Dependent variable
– Can take on a range
of quantitative
values.
– A process outcome or a
variable that is predicted
and/or explained by
other variables.
• Categorical variable
• Independent variable
– Indicates membership
in some group.
– A variable that is
expected to influence the
dependent variable in
some way.
– Also called
classificatory
variable.
6–8
Writing Research Objectives and
Questions
6–9
Pricing Turbulence
Source: Smith, Sinha & Forman (1999); Peters (2005).
www.donbur.co.uk
6-10
Clarity in Research Questions and Hypotheses
Research Questions
The researcher’s translation of the problem into a specific inquiry.
Hypotheses
Statements that can be empirically tested.
Managerial Action Standard
A specific performance criterion upon which a decision can be
based.
6–11
Influence of Decision Statement of Marketing Problem on Research Objectives and
Research Designs
6–12
The Research Proposal
A written statement of the research design.
As a planning tool & a contract
The best researchers are prepared to rethink
and rewrite their proposals
6–13
R & R: LOs
1. Explain why proper “problem definition” is
essential to useful business research
2. Translate managerial decision statements into
relevant research objectives
3. Translate research objectives into research
questions and/or research hypotheses
4. Outline the components of a research
proposal
6-14