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Learning Objectives Learning Objectives

Problem Definition and the Research
Process
Learning Objectives Learning Objectives
To understand the problem
definition process.
Correctly Defining the
Problem
Identify the Problem and State the
Marketing Research Objectives

The process for defining the problem is shown in figure 2.1

The best objectives will lead to precise decision making
information for managers.
Learning Objectives Learning Objectives
To understand the problem
definition process.
Figure 2.1 The Problem Definition Process
Recognize the problem or opportunity
Find out why the information is being sought
Understand the decision-making environment
( the industry, company, product, and target market)
Use the symptoms to help clarify the problem
Opportunity verification
Conducting Exploratory Research
Using the Internet for Exploratory Research
Correctly Defining the
Problem
Learning Objectives Learning Objectives
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.
State the research objectives
Avoid the ”Nice to Know” Syndrome
Management Decisions and Research Objectives
Research Objectives Stated as Hypotheses
Correctly Defining the
Problem
Learning Objectives Learning Objectives
The Marketing Research Process Figure 2.2
(1)
Identifying the
Problem and State
the Marketing
Research
Objectives

(2)
Creating of the
Research Design

(3)
Choosing the
Method of
Research

(4)
Selecting the
Sampling
Procedure

(5)
Collecting the
Data

(6)
Analyzing the
Data

(7)
Writing and
Presenting the
Report

(8)
Follow-up

Learning Objectives Learning Objectives
To learn the steps involved in the
marketing research process.
Creating the Research Design

Descriptive Studies:
• who
• what
• where
• when
• how
Causal Studies:
• concomitant variation
• spurious association
The Marketing Research
Process
Learning Objectives Learning Objectives
To learn the steps involved in the
marketing research process.
Choosing a Basic Method of Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents’ actions without
direct interaction
Experiments: to measure causality
Selecting the Sampling Procedure
Probability versus Nonprobability Samples
The Marketing Research
Process
Learning Objectives Learning Objectives
To learn the steps involved in the
marketing research process.
Collecting the Data
Marketing research field service
Preparing and Writing the Report
•Using the Internet to Disseminate Reports
•Judging the quality of a Report
Analyzing the Data
To interpret and draw conclusions
The Marketing Research
Process
Learning Objectives Learning Objectives
• Correctly Defining the Problem
• The Marketing Research Process
• Managing the Research Process
SUMMARY