1
The Research Question:
Formulation of the Problem
Chapter 2, Student Edition
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
MR/Brown & Suter
Learning Objective 1
Step 1: Meet with Client
Step 2: Clarify the Problem/Opportunity
Step 3: State the Manager’s Decision Problem
Step 4: Develop a Full Range of Possible Research Problems
Step 5: Select Research Problem(s) to Be Addressed
Step 6: Prepare and Submit a Research Request Agreement
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5
MR/Brown & Suter
Learning Objective 2
Discover-oriented versus Strategy-oriented Decision
Problems


Discovery-oriented decision problems are common with
unplanned changes in the marketing environment


What is going on? Why is it going on?
Strategy-oriented decision problems are common with planned
changes in the marketing environment

How can we make this happen? Will it have the desired impact?
Researchers should conduct strategy-oriented research if possible.
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7
MR/Brown & Suter
Learning Objective 3
Decision Problems describe the manager’s view of the
situation
Research Problems restate decision problems in research
terms


© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
8
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9
MR/Brown & Suter
Learning Objective 4

The research request agreement should be executed
between the research and the client and should include
1.
2.
3.
4.
5.
6.
Background – the events that led to the manager’s decision
problem
Decision Problem – the underlying question confronting the
manager
Research Problem(s) – issue(s) used to address the decision
problem
Use – supplying logical reasons for each piece of research
Population/Subgroups – groups from whom information must
be gathered
Logistics – estimates of resource requirements
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Specify the key steps in problem formulation
Distinguish between two types of decision problems
Distinguish between a decision problem and a research
problem
Describe the research request agreement
Outline the various elements of the research proposal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11
MR/Brown & Suter
Learning Objective 5

The research proposal should describe the marketing
problem, purpose of the study, and a detailed outline of
the planned research methodology including the following
1.
2.
3.
4.
5.
6.
7.
8.
Problem Definition and Background
Research Design and Data Sources
Sampling Plan
Data Collection Forms
Analysis
Time Schedule
Personnel Requirements and Cost Estimates
Appendices
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
12
MR/Brown & Suter