Exploring
Marketing Research
William G. Zikmund
Chapter 5:
Problem Definition and the
Research Proposal
A Sea Horse’s Tale
Problem
discovery
Problem Discovery
and Definition
Sampling
Selection of
exploratory research
technique
Secondary
(historical)
data
Experience
survey
Probability
Pilot
study
Case
study
Data
Gathering
Data
Processing
and
Analysis
Problem definition
(statement of
research objectives)
Experiment
Laboratory
Conclusions
and Report
Survey
Field
Interview
Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Selection of
basic research
method
Research Design
Selection of
exploratory research
technique
Questionnaire
Observation
Secondary
Data Study
Interpretation
of
findings
Report
Uncertainty Influences the Type
of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY
Problem Discovery and Definition
• First step
• Problem, opportunity, or monitor
operations
• Discovery before definition
• Problem means management problem
“The formulation of the
problem is often more
essential than its solution.”
Albert Einstein
Problem Definition
• The indication of a specific marketing
decision area that will be clarified by
answering some research questions.
Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives
Exploratory
Research
(Optional)
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
Ascertain the Decision Maker’s
Objectives
• Decision makers’ objectives
• Managerial goals expressed in
measurable terms.
10
The Iceberg Principle in Problem
Definition
• The principle indicating that the
dangerous part of many marketing
problems is neither visible to nor
understood by marketing managers.
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.
12
Isolate and Identify the
Problems, Not the Symptoms
• Symptoms can be confusing
13
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
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.
Determine the Unit of Analysis
• Individuals, households, organizations,
etc.
• In many studies, the family rather than the
individual is the appropriate unit of
analysis.
16
Determine the Relevant Variable
• Anything that may assume different
numerical values
17
Types of Variables
•
•
•
•
Categorical
Continuous
Dependent
Independent
Hypothesis
• An unproven proposition
• A possible solution to a problem
• Guess
State the research questions
and research objectives
20
If you do not know where you are
going,
any road will take you there.
Broad
research
objectives
Statement of
marketing
problem
Exploratory
research
(optional)
Specific
Objective 1
Specific
Objective 2
Specific
Objective 3
Research
Design
Results
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
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
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?
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?
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?
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?
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?
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?
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?
Basic Questions Overall Evaluation
•
•
•
•
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?
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.
Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives
Exploratory
Research
(Optional)
Problem Definition Process