King Fahd University of Petroleum & Minerals
Department of Management and Marketing
MKT 345 - Marketing Research
by Dr. Alhassan G. Abdul-Muhmin
Problem Definition and the Research
Proposal
Reference: Zikmund & Babin, Chapter 5
Learning Objectives
At the end of the discussion you should be able to:
1. explain why proper problem definition is
important in research
2. identify the components of a properly defined
research problem definition
3. translate a managerial decision statement into a
relevant research problem/objective
4. explain what a research proposal is and outline
its contents
5. explain why it is important to write a research
proposal
IMPORTANCE OF PROBLEM
DEFINITION
1. A problem well defined is half solved
2. “The formulation of the problem is often more
essential than its solution.” (Albert Einstein)
3. How the problem is framed determines what
solution is obtained
–
–
The two Christian priests of yesteryear
The two groups of Saudi youth and the punctured tires
4. The research problem drives subsequent stages of
the research process
5. Proper problem definition ensures that the research
results will meet decision maker’s objectives
The Process of Problem Definition
(1) Understand the
business situation –
identify the key
symptoms
Determine unit of
analysis
Identify (Isolate)
the problems
from symptoms
Determine
relevant variables
Write managerial
decision statement
and corresponding
research purpose
State research
questions/objectives
and/or hypotheses
The Process of Problem Definition:
1. Understand the Business Decision
•
Researcher needs to understand:
1.
2.
•
•
the decision maker’s objectives (i.e. desirable end-states that
the decision maker hopes to achieve within a future time
frame) for conducting the research
the business context in which the decision maker operates
objectives
Can be achieved by conducting a situation analysis informal gathering of background information to familiarize
the researcher and manager with the decision-making
environment situation.
Useful guidelines are:
1.
2.
3.
4.
Develop many alternative problem statements
Think about potential solutions to the problems
Use free-association techniques to generate lists of ideas
Be open-minded. Consider all plausible ideas
The Process of Problem Definition:
2. Isolate Symptoms from Problem
• Symptom – the sign (indicator) that something is
wrong (e.g. sales decline)
• Problem – the actual reasons (possible causes) for the
discrepancy between what is (current situation) and
what is desired (e.g. lack of motivation among
salespeople)
• Tackling the symptoms may not necessarily solve the
problem, the real (root) causes must be identified and
tackled
• See next slide for example of differences between
symptoms and problems, and Exhibit 5.4 for link with
decision statements
Isolating Problems from Symptoms
Organization
Twenty-year-old
neighborhood
swimming
association
seeks research
help
Symptoms
• Membership has
been declining for
years.
• Less frequent usage
among members
• Increased
attendance at new
water park with
wave pool and water
slides that moved
into town a few
years ago.
Problem Definition
Based on Symptom
Neighborhood
residents prefer the
water park
Probable True
Problem
Demographic changes:
• Swim facility is
outdated and does
not appeal to
younger families
• Younger families and
children have
negative image of
the pool.
• Older residents no
longer swim
anywhere.
The Process of Problem Definition:
3. Write Managerial Decision Statements
and Corresponding Research Objectives
• Decision statements capture the researcher’s
understanding of the decision maker’s objectives
(reasons) for seeking the research
• Essentially involves stating the information that is
needed to help make the decision
• Decision statements must then be translated into
research objectives (the deliverables of the research)
• See Exhibit 5.5 for link between decision statements
and research objectives
The Process of Problem Definition:
4. Determine Unit of Analysis
• Unit of Analysis – The target population from
whom data needs to be collected to serve the
research objectives
• These could be:
– Individuals (maybe even further classified by
demographics, geographic location, etc)
– Households
– Organizational customers (e.g. retailers, wholesalers)
– Competitors
– Etc
• Sometimes a single research problem may require
investigation at one or more levels of analysis
The Process of Problem Definition:
5. Determine Relevant Variables
• Variable - Anything that may assume different values
among members of the target population, e.g. age,
level of satisfaction, etc
• Variables can be :
– Categorical or continuous
– Dependent or independent
• Variable classifications have implications for data
analysis
• A hypothesis is an unproven statement (or a guess)
about the nature of relationships between variables or
possible solution to a problem
The Process of Problem Definition:
6. State Research Questions and Objectives
• Research Objectives
– Goals that the research is designed to achieve
• Research Questions
– Questions for which the research is designed to provide answers
– The researcher’s translation of the managerial (marketing)
problem into a specific inquiry
• Research questions and research objectives often differ only in
terms of phrasing (whether as a question or a statement)
• Research objectives should be stated both in broad and specific
terms to give:
– Broad research objective, and
– Specific research objectives
SUMMARY:
COMPONENTS (CONTENTS) OF THE MKTING
RESEARCH PROBLEM DEFINITION
1. Unit of analysis  Target population from whom data is to
be collected, e.g. individual consumers, households,
retailers, organizational customers, etc
2. Key Variables, Constructs, and/or Concepts
– Anything that may assume different values among
members of the target population, e.g. age, level of
satisfaction, etc
– Variables can be categorical or continuous; dependent or
independent
3. Research objectives (questions) stating what variables
(constructs/concepts) will be measured for what units of
analyses
–
Broad Objective – Provides perspective (the big picture)
–
Specific Objectives – Provide clear guidelines on how to
proceed with the research
THE RESEARCH PROPOSAL
• A written statement of the research design (strategy,
blueprint) that often also includes
– a statement explaining the purpose of the study (in the form
of research objectives or deliverables)
– a definition of the problem (often in the form of a decision
statement)
– the particular research methodology that will be employed
– details of procedures that will be used during each stage of
the research process, and
– a schedule of costs and deadlines
Contents of the Research Proposal
1. Purpose of the research
–
–
The general purpose (includes the marketing problem and the research
problem)
Specific research objectives to be achieved with the study (including clear
specification of variables involved)
2. Research Design
–
–
Specific research method (or methods) to be used
Justification for choice of methods
3. Measurement
–
–
How variables will be measured
Sample questions
4. Sample Design
–
–
–
What the target population will be
How the sample will be selected
What size of sample will be used
Contents of the Research Proposal - Continued
5. Data gathering
–
How the data will be collected and by who.
6. Data Processing/Analysis
–
–
How the data will be processed
What analysis techniques will be used for specific research objectives
7. Presentation of Results
–
How results will be presented
•
•
Written report
Oral presentation
8. Time Schedule
–
Time schedule for completion of the study (if possible in the form of a
Gantt Chart)
9. Budget
–
Overall cost of the study (including breakdown of different cost
components)
Time Schedule
TIME FROM START OF STUDY (WEEKS)
RESEARCH ACTIVITY
DISTRIBUTOR STUDY
1. Observation and store audits
2. Depth interviews
CONSUMER STUDY
3. Focus Group Interviews
4. Observation of consumer shopping
5. Consumer Survey
6. Data analysis and report writing
7. Oral presentation
1
2
3
4
5
6
7
8
9
Functions of a Research Proposal
For Management (the client):
1. Evaluation
–
It helps the client to evaluate the ability of the
research to accomplish its objectives
2. Choosing research suppliers
–
Client judges quality of different research
suppliers from their proposals
3. Judgment standard
–
It is a standard for determining if the research
was conducted as planned
Functions of a Research Proposal
For the Researcher:
1. Thinking ahead
– It forces the researcher to think through the different
stages of the research process
2. Bidding document
– It serves as the researcher’s bid to offer a specific service
For Both Parties:
1. Communication
– It serves as a means of communication between the
researcher and the client (decision maker)
2. Written Contract
– It serves as a written contract that can always be referred
to