Chapter 4
Defining the Problem and
Determining Research
Objectives
Differences Between Managers and
Researchers
• Marketing managers and researchers see the
world differently because they have different jobs
to perform and their backgrounds differ markedly.
Differences Between Managers and
Researchers
Define the Marketing Manager’s Problem:
Questions Researchers Should Ask
Discussions often take place between managers
and researchers to determine the problem.
Researchers should ask questions relating to:
• Symptoms of the problem?
• Manager’s situation (history, products, mission,
customer information, manager’s objectives,
etc.)?
• Suspected causes of the problem?
Define the Marketing Manager’s
Problem…Questions cont.
• Possible solutions to the problem?
• Anticipated consequences of tentative solutions?
• Manager’s assumptions about existing
conditions and what will take place if solution is
carried out?
• Adequacy of info on hand to specify research
objectives (quantity, quality of info)
Decide When Marketing Research Is
Warranted
• Four conditions when marketing research should
likely be undertaken:
• If it clarifies problems or investigates changes
in the marketplace that can directly impact
your product responsibility
• If it resolves your selection of alternative
courses of marketing action to achieve key
marketing objectives
Decide When Marketing Research Is
Warranted…cont.
• If it helps you gain a meaningful competitive
advantage
• If it allows you to stay abreast of your markets
Online Research and Problem Definition
• Managers sometimes must act fast, Online
research could help
• Positive Outcome: Online systems aid in the
process because information systems speed
information delivery
• Negative Outcomes: 1. Information
Overload or 2. Online environment also
means that competitors and customers have
better information
Define the Marketing Management Problem
and Research Objectives
• Marketing Management Problem:
• Symptoms of failure to achieve an objective
are present. What should be done?
• Symptoms of the likelihood of achieving an
objective are present (opportunity
identification). What should be done?
• Marketing Research Objectives:
• Providing relevant, accurate, and unbiased
information that managers can use to solve
their marketing management problems
Defining the Marketing Management Problem
• Assess Manager’s Situation
Background of the product/service; company
history, overall mission, marketing plans,
managers objectives and her/his resources, etc.
• Clarify Symptoms
Symptoms are changes in the level of key indicators
of company success. Examples include changes
in sales volume, market share, profits, or dealer
orders, also complaints and/or competitor actions
could be indicators
Define the Marketing Manager’s
Problem…cont.
• Pinpoint suspected causes of the problem.
• Eliminating a symptom does not solve the
problem.
• For every problem, an underlying cause can be
found.
• A probable cause differs from a possible
cause. Important to list all possibilities first.
• Specify actions that may alleviate the problem.
• Solutions include any marketing action that
may resolve the problem.
Define the Marketing Manager’s
Problem…cont.
• Speculate on anticipated consequences of the
action.
• What will be the impact not only on the
problem at hand but also throughout the
marketing program if a specific marketing
action is implemented?
• What additional problems will be created if a
proposed solution to the current problem is
implemented?
Define the Marketing Manager’s
Problem…cont.
• Identify the manager’s assumptions about the
consequences.
• Assumptions are beliefs that certain
conditions exist or that certain reactions will
take place if the considered actions are
implemented.
• Assumptions are the glue that holds the
decision problem parts together.
• Research may help eliminate or lessen a
manager’s uncertainty.
Define the Marketing Manager’s
Problem…cont.
• Assess the adequacy of information on hand to
specify research objectives.
• Information State: quantity and quality of
evidence a manager possesses for each
assumption
• Information Gaps: discrepancies between the
current information level and the desired level
of information at which a manager feels
comfortable resolving the problem at hand
• Manager and researcher come to agree on
research objectives based on the information
gaps.
The Invitation to Bid and the Marketing
Research Proposal
• A marketing research proposal flows from an
“invitation to bid” (ITB) or “request for proposal”
( RFP)
• Both define the marketing management
problem
• Both specify the research objectives
• The bid details the research method proposed
by the researcher to accomplish the research
objectives
The Invitation to Bid and the Marketing Research
Proposal
• The problem statement for both identifies:
• the company, division, or principals involved
• the symptoms
• the possible causes of the symptoms
• the anticipated uses of the research
information
• The research proposal ensures that the
researcher and the manager see the problem in
the same way.
The Invitation to Bid and the Marketing
Research Proposal:
• The proposal itemizes the information objectives
agreed to by the manager and researcher.
• Constructs and operational definitions are
specified.
• A construct is a marketing term or concept
that is involved in the marketing management
problem (e.g. brand awareness, product
knowledge, attitude, loyalty, satisfaction).
• An operational definition describes how the
researcher will measure a construct.
Formulate the Marketing Research Proposal:
Translate the Research Objectives to Be
Researchable…cont.
• Relationships are identified.
• A relationship is a meaningful link believed to
exist between two constructs (lower price is
related to greater sales, higher exposure is
related to greater awareness, etc.).
• A model is decided.
• A model connects constructs with
understandable logic
The Invitation to Bid and the Marketing
Research Proposal:
• The proposed research method identifies data
collection mode, questionnaire design, sample
plan, and other aspects of the anticipated
marketing research.