CHAPTER three
Learning Objectives
Problem Definition
and the
Research Process
Copyright © 2002
South-Western /Thomson Learning
Learning Objectives
Learning Objectives
1. To understand the problem definition process.
2. To learn the steps involved in the marketing research
process.
3. To understand the components of the research
request.
4. To learn the advantages and disadvantages of
survey, observation, and experimental research
techniques.
5. To become familiar with how the research process is
initiated.
Learning Objectives
Correctly Defining the
Problem
To understand the problem
definition process.
Step One: Identify the Problem and State
the Marketing Research Objectives
The process for defining the problem is shown in figure 3.1
The best objectives will lead to precise decision making
information for managers.
Learning Objectives
Correctly Defining the
Problem
To understand the problem
definition process.
Figure 3.1 The Problem Definition Process
Recognize the problem or opportunity
Opportunity verification
Find out why the information is being sought
Understand the decision-making environment
( the industry, company, product, and target market)
Conducting Exploratory Research
Using the Internet for Exploratory Research
Use the symptoms to help clarify the problem
Learning Objectives
Correctly Defining the
Problem
To understand the problem
definition process.
Translate the management problem into a marketing
research problem
Determine whether the information already exists
Determine whether the research problem can really
be answered.
Avoid the ”Nice to Know” Syndrome
Management Decisions and Research Objectives
the research
ResearchState
Objectives
Statedobjectives
as Hypotheses
Learning Objectives
The Marketing Research
Process
To learn the steps involved in the
marketing research process.
Step Two: Creating the Research Design
Descriptive Studies:
• who
• what
• where
• when
• how
Causal Studies:
• concomitant variation
• spurious association
Learning Objectives
The Marketing Research
Process
Figure 3.2
(8)
Follow-up
(7)
Writing and
Presenting the
Report
(6)
Analyzing the
Data
(1)
Identifying the
Problem and State
the Marketing
Research
Objectives
(5)
Collecting the
Data
(2)
Creating of the
Research Design
(3)
Choosing the
Method of
Research
(4)
Selecting the
Sampling
Procedure
The Marketing Research
Process
Learning Objectives
To learn the steps involved in the
marketing research process.
Step Three: Choosing a Basic Method of Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents’ actions without
direct interaction
Experiments: to measure causality
Step Four: Selecting the Sampling Procedure
Probability versus Nonprobability Samples
Learning Objectives
The Marketing Research
Process
To learn the steps involved in the
marketing research process.
Step Five: Collecting the Data
Marketing research field service
Step Six: Analyzing the Data
To interpret and draw conclusions
Step Seven: Preparing and Writing the Report
•Using the Internet to Disseminate Reports
•Judging the quality of a Report
Learning Objectives
Managing the Research
Process
To understand the components of
the research request.
The Research Request
1. Action
2. Origin
3. Information
4. Use
5. Targets and subgroups
6. Logistics
7. Comments
Learning Objectives
Managing the Research
Process
To learn the advantages and
disadvantages of survey, observation
...
What Decision Makers Want From Marketing Research
1. Maintains client confidentiality
2. Is honest
3. Is punctual
4. Is flexible
5. Delivers against project specifications
Learning Objectives
Managing the Research
Process
To learn the advantages and
disadvantages of survey, observation
...
6. Provides high-quality output
7. Is responsive to the client’s needs
8. Has high quality-control standards
9. Is customer-oriented
10. Keeps the client informed
Learning Objectives
Managing the Research
Process
To learn the advantages and
disadvantages of survey, observation
...
Good Communications Are a Necessity
Managers spend at least 80 percent of every working
day communicating with others.
Good Research Management Motivates Decision-Makers
To Use Research Information
The determinants of whether a manager used research
data:
(1) conformity to prior expectations
(2) clarity of presentation
Learning Objectives
Managing the Research
Process
To become familiar with the
nature of research management.
(3) research quality
(4) political acceptability
(5) lack of challenge to the status quo
Learning Objectives
SUMMARY
• Correctly Defining the Problem
• The Marketing Research Process
• Managing the Research Process
Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning