Exploring

Marketing Research

William G. Zikmund

Chapter 5:
Problem Definition and the
Research Proposal
 Remember - Uncertainty Influences the Type of Research

CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY

DESCRIPTIVE CERTAIN AMBIGUITY
Problem Discovery and Definition

• First Step
– Problem, Opportunity, or Monitor Operations
• Discovery before Definition
• Problem means Management Problem
 Problem definition

• The indication of a specific marketing

decision area that will be clarified by
answering some research questions.
 Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives
 The Process of
Problem Definition
Ascertain the Determine unit of
decision maker’s analysis
objectives

Understand background Determine relevant

of the problem variables
(situation analysis)

Isolate/identify the State research

problem, not the questions and
symptoms objectives
 Ascertain the Decision Maker’s
Objectives
• Decision makers’ objectives
• Managerial goals expressed in measurable
terms.
 The Iceberg Principle

• The principle indicating that the dangerous

part of many marketing problems is neither
visible to nor understood by marketing
managers.
 Understand the Background of
the Problem
• Exercising Judgment
• Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.
 Isolate and identify the
problems, not the symptoms
• Symptoms Can Be Confusing
 Symptoms Can Be Confusing

Twenty-year-old neighborhood swimming

association:
• Membership has been declining for years.
• New water park -residents prefer the
expensive water park????
• Demographic changes: Children have
grown up

.
 Problem Definition
Organization Symptoms Based on Symptom True Problem

Twenty-year-old Membership has been Neighborhood Demographic changes:

neighborhood declining for years. residents prefer the Children in this 20-
swimming New water park with expensive water year-old neighborhood
association in a wave pool and water park and have have grown up. Older
major city. slides moved into negative image of residents no longer
town a few years ago. swimming pool. swim anywhere.
 Determine the Unit of Analysis

• Individuals, households, organizations, etc.

• In many studies, the family rather than the
individual is the appropriate unit of
analysis.
 Determine the relevant
VARIABLE
• Anything that may assume different
numerical values
 Types of Variables
• Category
– Limited number of distinct variables
– Ex. Male or female
• Continuous
– Infinite range of numbers
– Ex. Sales volume
• Causal research
– Dependent variable – variable that is expected to be
predicted or explained
– Independent variable – influences the dependent
 Hypothesis

• An unproven proposition
• A possible solution to a problem
• Guess
• Problems are interrogative
• Hypotheses are declarative and more
specifically related to research operations
and testing.
 Decision-oriented
Research Objectives
• Objective is researcher’s version of the marketing
problem.
• Objective is derived from the problem definition
and it explains the purpose of the research in
measurable terms.
• Objectives must specify the information needed to
make a decision.
• Objectives should be managerial action standard.
– If measurement turns out to be X, then management will
do A, if measurement is Y, management will do B.
 Basic Questions -
Problem Definition
• What is the purpose of the study?
• How much is already known?
• Is additional background information necessary?
• What is to be measured? How?
• Can the data be made available?
• Should research be conducted?
• Can a hypothesis be formulated?
 Basic Questions -
Basic Research Design

• What types of questions need to be

answered?
• Are descriptive or causal findings required?
• What is the source of the data?
 Basic Questions -
Basic Research Design

• Can objective answers be obtained by

asking people?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be
made?
 Basic Questions -
Selection of Sample
• Who or what is the source of the data?
• Can the target population be identified?
• Is a sample necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
 Basic Questions -
Data Gathering

• Who will gather the data?

• How long will data gathering take?
• How much supervision is needed?
• What operational procedures need to be
followed?
 Basic Questions -
Data Analysis
• Will standardized editing and coding
procedures be used?
• How will the data be categorized?
• What statistical software will be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated
simultaneously?
• Performance criteria for evaluation?
 Basic Questions -
Type of Report

• Who will read the report?

• Are managerial recommendations
requested?
• How many presentations are required?
• What will be the format of the written
report?
 Basic Questions -
Overall Evaluation

• How much will the study cost?

• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated
research objectives?
• When should the research be scheduled to
begin?
 Anticipating Outcomes

• Dummy tables
• Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.
 Example of
Dummy Table

  Smokes Non-Smoker

Male    

Female    
 End of
Chapter 5