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Problem Definition ppt

Problem Definition ppt

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Published by Aastha Vyas
defining a problem in market research
defining a problem in market research

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Published by: Aastha Vyas on Jul 25, 2013
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The Problem Definition Process: Examples

General Situation Diagnosis Marketing Problem Research Problem

Marketing Share is declining

Customers are switching to brand A

Reinforce brand loyalty

Find out why brand A is preferred

Sales are down

Store traffic is down

Build store traffic

Find out why fewer people are visiting store


Profit declined Big advertising campaign failed Design new ad campaign Evaluate alternative ads and media Product line is growing obsolete New product is needed Select new product for commercialisation Assign sales force and distribute local advertising budget Evaluate alternative product designs A new product line is being introduced Promotional resources must be allocated to geographical markets Salespersons spend a lot of time and money on travel Identify and array high sales potential markets Personal selling costs are high Route salespersons more efficiently This is not a marketing research problem 2 .

or community Descriptive Developmental Case and Field 3 . current status.Nine Basic Methods of Research Method Historical Purpose To reconstruct the past objectively and accurately. often in relation to the tenability of an hypothesis To describe systematically a situation or area of interest factually and accurately To investigate patterns and sequences of growth and or change as a function of time To study intensively the background. and environmental interactions of a given social unit: an individual group. institution.

the marketplace. e.g. CausalComparative or Ex Post Facto True Experimental Quasi Experimental Action 4 . The researcher must clearly understand what compromises exist in the internal and external validity of his design and proceed within these limitations To develop new skills or new approaches and to solve problems with direct application to the applied..Correlational To investigate the extent to which variations in one factor correspond with variation in one or more other factors based on correlation coefficients To investigate possible cause and effect relationships by observing some existing consequence and searching back through the data for plausible causal factors To investigate possible cause and effect relationships by exposing one or more experimental groups to one or more treatment conditions and comparing the results to one or more groups not receiving the treatment (random assignment being essential) To approximate the conditions of a true experiment in a setting that does not allow the control and/or manipulation of all relevant variables.

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