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The Structuring of Inquiry

Research Process






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Define
research
problem
Approach to
the Problem
Formulate
hypotheses
Research
design
Collect data
(execution)
Analyze data
(test
hypotheses
Interpret
and report
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F
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F
Research Problem
A broad statement of the general problem and
identification of the specific components of the
marketing research problem.
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Process of Defining the Problem
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Discussions with
Decision Maker(s)
Interviews with
Experts
Secondary Data
Analysis
Qualitative
Research
Environmental Context of the Problem
Management Decision Problem
Research Problem
Objective/
Theoretical
Foundations
Analytical Model:
Verbal,
Graphical, Mathe
Hypotheses
Research
Questions
Step 1: Problem Definition
Step 2: Approach to the Problem
Step 3: Research Design
Tasks Involved
Process of Defining the Problem
Discussions with DM
Industry Expert
Secondary Data Analysis
Qualitative Research

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Process of Defining the Problem
Environmental context of the Problem
Past information and forecasts
Resource constraint
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Management Decision Problem and Marketing
Research Problem
Confront Decision Maker
Information : what and how

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Process of Defining the Problem
Management Decision Problem and Research
Problem
Asks what the decision maker needs to do
What information is needed and how it should be obtained
Action oriented
Information Oriented
Focuses on symptoms
Focuses on the underlying causes

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Defining the Research Problem
Stating the research problem in:
Broad Statement provides an appropriate perspective on
the problem
Specific Components focus on the key components of the
problem and provide clear guidelines on how to proceed

Common errors in problem definition:
The research problem is defined too broadly
The research problem is defined too narrowly

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Components of the Approach
Objective/Theoretical Framework
Theory
A conceptual scheme based on foundational statements, that
are assumed to be true.

Objective evidence
Unbiased evidence that is supported by empirical findings

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Components of the Approach
Analytical Model
A set of variables and their interrelationships designed to
represent, in whole or in part, some real system or process
Verbal models
stated in prose form
Graphical models
visual representations
Mathematical models
equation form

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Components of the Approach
Research Questions
Refined statements of the specific components of the
problems

Hypotheses
Unproven statement or proposition about a factor or
phenomenon


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