Problem Definition

The Importance of the Problem Definition

• Critical first step in research process

• Can be a problem or an opportunity
• If problem definition is not correct, research will be wasted regardless
of how well research is conducted
• Often requires some preliminary research to help define the problem
• 研究过程中关键的第一步
• 可能是问题或机会
• 如果问题定义不正确，无论研究进行得多么好，研究都将被浪费
• 通常需要一些初步研究来帮助定义问题
“Can I get a new Coke, please!”
• Coca-Cola conducted blind taste tests in the early 1980s to determine
consumer taste preferences.
• Results indicated that consumers preferred a sweeter product, similar to
Pepsi Cola. Coca-Cola introduced the new taste Coke and named it “New
Coke” and discontinued the original Coke.
• In less than 3 months, New Coke was discontinued after customer outrage
over the removal of the original Coke.
• It has been suggested that Coca-Cola narrowly defined the research problem.
• Coca-Cola failed to measure the emotional attachment and loyalty to the
existing brand name and its effect on subsequent purchase and consumption
behaviour.
• 可口可乐在 1980 年代初期进行了盲品测试，以确定消费者的口味
偏好。
• 结果表明，消费者更喜欢更甜的产品，类似于百事可乐。 可口可
乐推出了新口味可乐，并将其命名为“新可乐”，并停产了原来的
可乐。
• 在不到 3 个月的时间里，新可乐因客户对取消原可乐的愤怒而停
产。
• 有人建议可口可乐狭隘地定义了研究问题。
• 可口可乐未能衡量对现有品牌的情感依恋和忠诚度及其对后续购买
和消费行为的影响。
 The process of defining a
problem
• A problem definition:
• indicates a specific marketing decision to be clarified or problem to be solved.
• specifies research questions to be answered and the objectives of the research.
• involves several interrelated steps.
• 问题定义：
• 表示要澄清的特定营销决策或要解决的问题。
• 指定要回答的研究问题和研究目标。
• 涉及几个相互关联的步骤。
Ascertain the decision-makers objectives
确定决策者的目标

• Researchers must attempt to satisfy decision-makers’ objectives.

• Managerial goals should be expressed in measurable terms.
• The iceberg principle is the idea that the dangerous part of many
marketing problems is neither visible to nor understood by
marketing managers.
• 研究人员必须努力满足决策者的目标。
• 管理目标应以可衡量的方式表达。
• 冰山原则是指许多营销问题的危险部分对营销经理来说既不可见也
不理解。
The iceberg principle 很容易看到的问题部分。
在定义问题时，症状可
能是重点领域。
Portion of problem that is
readily seen. Symptoms are
likely to be the focal areas
when defining the problem.

Portion of problem that 大部分不可见的问题部

is mostly unseen. Likely 分。 如果省略，可能会
to result in inadequate 导致问题定义不充分。
problem definition if
omitted.
 Isolate and identify the problems, not the symptoms
• Problems and symptoms can be confusing and may only be symptoms
of deeper problem. 问题和症状可能令人困惑，可能只是更深层次问题的
症状。
Understand the background of the problem
• Background information about previous events and why they occurred.
• Exercising managerial judgement and experience.
• Situation analysis: Informal gathering of background information to
familiarise researchers or managers with the decision area.
• Past information and forecasts, buyer/organisational behaviour, legal environment,
economic environment, social trends
• Literature review: looking at past research in the area.
• 有关先前事件及其发生原因的背景信息。
• 运用管理判断力和经验。
• 情况分析：非正式地收集背景信息，以使研究人员或管理人员熟悉决策领域。
• 过去的信息和预测、买方 / 组织行为、法律环境、经济环境、社会趋势
• 文献回顾：回顾该领域过去的研究。
 Case Study: OPSM
• OPSM is the leading provider of eyecare/wear in Australia and New
Zealand.
• The company has over 300 stores in Australia and New Zealand
• In recent times the company has notice a decline in sales.
• What are some possible background issues that may have affected
sales?
• OPSM 是澳大利亚和新西兰领先的眼部护理 / 佩戴供应商。
• 该公司在澳大利亚和新西兰拥有 300 多家门店
• 最近，该公司注意到销售额下降。
• 有哪些可能影响销售的背景问题？
Determine the unit of analysis

• Researchers must specify whether the investigation will

collect data about individuals, households,
organisations, etc.
• Problems may be investigated at more than one level of
analysis.
• 研究人员必须说明调查是否会收集有关个人、家庭、组织
等的数据。
• 可以在不止一个分析级别上调查问题。
Determine the relevant variables
• A variable is anything that varies in value.
• For example, attitudes toward airlines may be a variable ranging from positive to negative.
• Categorical/classificatory: Limited number of distinct values. E.g. gender,age
categories
• Continuous: Infinite number of values. E.g. sales volume
• Dependent (outcome): Variable that is to be predicted or explained.
• Independent (factor): Variable that is expected to influence the dependent variable.
• 变量是任何值变化的东西。
• 例如，对航空公司的态度可能是一个从正面到负面的变量。
• 分类 / 分类：不同值的数量有限。
• 连续：无限数量的值。
• Dependent ：要预测或解释的变量。
• 自变量：预计会影响因变量的变量。
Identifying Key Constructs
• Something constructed
• An image, idea or theory, especially a complex one made from several simpler
elements .
• 构造的东西
• 一种形象、想法或理论，尤指由几个简单元素组成的复杂形象。
Socioeconomic
Status

“Engagement” is a Construct
https://www.youtube.com/watch?v=rtr89XnabYE
State the research questions and objectives

• A written statement of research questions and

research objectives that clarifies any ambiguity about
what the research hopes to accomplish.
• 研究问题和研究目标的书面陈述，澄清研究希望完成的
任何歧义。
 Clarity in research questions and hypotheses
• Research questions and hypotheses add clarity to the statement of the
marketing problem.
• A hypothesis is an unproven proposition or a possible solution to a
problem.
• Allows researchers to be clear about what they expect to find through the study and provides
information that will be useful in decision-making.
• For example, if consumers’ attitudes toward a product change in a positive direction,
consumption of the product will increase.

• 研究问题和假设使营销问题的陈述更加清晰。
• 假设是未经证实的命题或问题的可能解决方案。
• 让研究人员清楚他们期望通过研究发现什么，并提供对决策有用的信息。
• 例如，如果消费者对产品的态度向积极的方向转变，那么对该产品的消费就会增加。
 Decision-oriented research objectives
• The research objective is the researcher’s version of the marketing problem.
• Explains the purpose of the research in measurable terms.
• Defines standards for what the research should accomplish.
• Influences decisions about the research design.

• 研究目标是研究人员对营销问题的看法。
• 用可衡量的术语解释研究的目的。
• 定义研究应该完成的标准。
• 影响有关研究设计的决策。
• Usual words used
• • to determine…
• • to identify…
• • to measure …
decision-oriented research objectives
(continued)
Decision-oriented research objectives
(continued)

• The statement of a marketing problem influences the research

objectives, which become the basis for the research design. 营销
问题的陈述影响研究目标，成为研究设计的基础。
Research proposal
• A written statement of the research design, including a statement
explaining the purpose of the study.
• Outlines a particular research methodology.
• Outlines procedures associated with each stage of the research process.
• Preparation of a research proposal forces the researcher to think critically about
each stage of the research process.

• A mechanism that allows managers to evaluate the details of the proposed research
design and determine if alterations are necessary.
• 研究设计的书面陈述，包括解释研究目的的陈述。
• 概述特定的研究方法。
• 概述与研究过程的每个阶段相关的程序。
• 研究提案的准备迫使研究人员批判性地思考研究过程的每个阶段。
Research proposal decisions
• Preparation of a research proposal forces the researcher to think
critically about each stage of the research process
• Proposal must communicate exactly what information will be obtained,
where it will be obtained and how it will be obtained. For this reason, it must
be explicit about sample selection, measurement, fieldwork and so on.
• Proposal format follows the six stages in the research process
outlined in Table 2.3
• 研究提案的准备迫使研究人员批判性地思考研究过程的每个阶段
• 提案必须准确传达将获得哪些信息、将在何处获得以及如何获得。 因
此，必须明确样本选择、测量、实地工作等。
• 提案格式遵循表 2.3 中概述的研究过程的六个阶段
Stage 1: 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 calculated?
• 研究的目的是什么？
• 有多少是已知的？
• 是否需要额外的背景信息？
• 要测量什么？ 如何？
• 可以提供数据吗？
• 研究应该计算吗？
Stage 2: Selection of basic research design
• What types of questions need to be answered?
• Are descriptive or causal findings required?
• What is the source of the data?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be made?
• 需要回答哪些类型的问题？
• 是否需要描述性或因果性调查结果？
• 数据的来源是什么？
• 需要多快的信息？
• 调查问题应该如何措辞？
• 应该如何进行实验操作？
 Stage 3: Selection of sample
• Who or what is the source of the data? 谁或什么是数据的来源？
能否确定目标人群？
• Can the target population be identified? 需要样品吗？
样本必须有多准确？
• Is a sample necessary? 是否需要概率样本？
是否需要国家样本？
• How accurate must the sample be? 需要多大的样本？
如何选择样本？
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
Stage 4: 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?
• 谁来收集数据？
• 数据收集需要多长时间？
• 需要多少监督？
• 需要遵循哪些操作程序？
Stage 5: Data analysis and evaluation
• Will standardised editing and coding procedures be used?
• How will the data be categorised?
• Will computer or hand tabulation be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated simultaneously?
• What are the criteria for evaluation of performance?
• 是否会使用标准化的编辑和编码程序？
• 数据将如何分类？
• 会用电脑还是手工制表？
• 数据的性质是什么？
• 需要回答哪些问题？
• 要同时研究多少个变量？
• 绩效评估的标准是什么？
Stage 6: 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?
• 谁将阅读报告？
• 是否需要管理建议？
• 需要多少演示文稿？
• 书面报告的格式是什么？
Overall evaluation of the research design
• Costs and timing considerations:
• How much will the study cost?
• Is the time frame acceptable?
• Is outside help (e.g. outsourcing certain tasks) needed?
• Will this research design attain the stated research objectives?
• When should the research begin?

• 成本和时间考虑：
• 学习费用是多少？
• 时间框架可以接受吗？
• 是否需要外部帮助（例如外包某些任务）？
• 这种研究设计能否达到既定的研究目标？
• 什么时候应该开始研究？
Anticipating outcomes
• Potential data results that can be expected.
• The anticipation of statistical findings is often lacking in research
proposals.
• Dummy tables: Representations of the actual tables that will be in the
findings section of the final report.
• Dummy tables help managers gain a better understanding of actual
outcomes.
• 可以预期的潜在数据结果。
• 研究提案中往往缺乏对统计结果的预期。
• 虚拟表：将在最终报告的调查结果部分中表示的实际表。
• 虚拟表可帮助管理人员更好地了解实际结果。
VIDEO:
WRITING A RESEARCH PROPOSAL

How to Write a Marketing

Research Proposal
A summary discussion on
writing a marketing research
proposal by Mark Clifton
https://www.youtube.com/watch?v=_ZM3trrKrYY
from eHow
Literature review
A literature review is…
• Compilation of scholarly articles, books and other sources (e.g.
dissertations, conference proceedings) relevant to a particular issue,
area of research, or theory
• provides a description, summary, and critical evaluation of the
available work.
• 与特定问题、研究领域或理论相关的学术文章、书籍和其他来源
（例如论文、会议论文集）的汇编
• 提供对可用工作的描述、总结和批判性评估。
A literature review is not…
• list of what others have said on the topic
• summary of everything you have read on the topic
• description of your own views on why the research is important
• chronological outline of what has been discovered in your field
• 其他人对这个话题的看法列表
• 您已阅读的有关该主题的所有内容的摘要
• 描述你自己对为什么这项研究很重要的看法
• 您所在领域的发现按时间顺序排列
Review the Literature to answer these questions

• What is already known about this area?

• What concepts and theories are relevant?
• What research methods and strategies have been used in this area?
• Are there any controversies?
• Are there any inconsistencies in findings?
• Are there unanswered questions?
 Getting the most from your
reading
• Take good notes (including references);
• Develop critical reading skills
• Ask yourself questions about what you read (its value to your topic,
methods used, conclusions);
• Find literature that shows why your research is important;
• Identify sources you may use later in the discussion of findings and
conclusions;
• Be selective (read for relevance);
• Don’t stop reading!!
Bryman and Bell (2007), p94
How to search the literature
• Read books and articles you know, or are recommended by your
supervisor;
• Keep notes based on your reading;
• Note the keywords used;
• Note other literature which might be interesting later;
• Generate your own keywords;
• Search your institution’s library;
• Search online (using an appropriate database);
• Examine titles and abstracts for relevance;
• Retrieve selected items, read, take notes;
• Check regularly for new material Bryman and Bell (2007), p110
Structure of the Literature Review

• Funnel approach - Start at the general level before

narrowing
• Provide a brief overview of key ideas
• Summarise, compare and contrast the work of the key
writers
• Narrow down to highlight the most relevant material for
your research
• Provide a detailed account of this work
• Highlight issues where your research will provide new
insight (the research gap)
• Lead the reader into subsequent sections of your proposal
 The ‘Gap’
• ‘unresolved question, a paradox, a missing piece of information, a theoretical inconsistency
or to some other weakness within existing understandings of the phenomenon under
study’
• Identifying the gap is important because it:
• introduces and explains findings and theories that support the research;
• draws together the main conclusions of literature relevant to the topic;
• highlights unresolved issues or questions within the literature;
• establishes the originality or 'significance' of the research.
• “ 未解决的问题、悖论、缺失的信息、理论不一致或对所研究现象的现有理解中的其他弱点”
• 识别差距很重要，因为它：
• 介绍和解释支持研究的发现和理论；
• 汇总与该主题相关的文献的主要结论；
• 突出文献中未解决的问题或问题；
• 确定研究的独创性或“意义”。

http://w3.unisa.edu.au/researcheducation/students/journal.asp
Putting it all together
Examples…
Research Question
What is the demographic and psychological profile of the customers of store X?
Hypotheses
H1 Customers who are store loyal are more knowledgeable about the shopping
environment
H2 Store loyal customers are more risk averse than non-loyal customers
H3 Older customers are more store loyal
研究问题
商店 X 的顾客的人口统计和心理特征是什么？
假设
H1 对店铺忠诚的顾客更了解购物环境
H2 Store 忠诚客户比非忠诚客户更规避风险
H3 年长顾客对商店的忠诚度更高
Research Boundaries
• Scope of the research
• Participants
• Geographic region
• Product type
• Precision and accuracy of results

• 研究范围
• 参与者
• 地理区域
• 产品类别
• 结果的精度和准确性
Review questions
• You have been hired by RELA Malaysia to learn how they can increase the number of
volunteers. Define your research objectives.

• to gauge community awareness of RELA

• to determine community awarness of the organisation’s need for volunteers
• to determine community attitudes towards the organisation and its achievements.
• to ascertain people’s willingness to volunteer
• to identify precise explanations why inciduals have not or would not volunteer
• to determine a demographic profile of those most likely to volunteer.
• 衡量社区对 RELA 的认识
• 确定社区对组织对志愿者的需求的认识
• 确定社区对组织及其成就的态度。
• 确定人们志愿服务的意愿
• 确定当事人没有或不会自愿参加的准确解释
• 确定最有可能志愿服务的人的人口统计资料。
Review questions
• You are asked by management to provide a justification for last year’s marketing campaign by
conducting research that will show it had a positive effect on sales. There is a very good
chance that if your report is well received you will be considered for promotion. What should
you do ？

• Do they conduct research objectively without bias and report the finds that naturally arise? Or
do they conduxt research in order to support preconceived ideas and fulfil a managerial
agenda? The chance of a promotion (i.e. a bribe) for conducting research this way (i.e
unscientifically) suggest dishonesty.

• 管理层要求您通过研究表明去年的营销活动对销售产生积极影响，为去年的营销活动提
供理由。 如果您的报告受到好评，您很有可能会被考虑晋升。 你该怎么办？

• 他们是否客观地进行研究而没有偏见并报告自然产生的发现？ 还是他们进行研究以支持
先入为主的想法并完成管理议程？ 以这种方式（即不科学地）进行研究的晋升（即贿
赂）的机会表明不诚实。
• 1. what tpye of market research do you think is appropriate in order to develop
and evaluate the quit campaign in australia?
• type of market research (exploratory,descriptive, and causal)

• develop -exploratory - focus group

• evaluate-causal-survey - measure before and after the campaign

• 2.what differences, if any, in market research do you think would occur between
market research in Singapora and Australia in this case.
• culture differences
• differences in multicultural groups
• 1. 您认为什么类型的市场调查适合在澳大利亚开展和评估戒烟活动？
• 市场研究类型（探索性、描述性和因果性）

• 发展 - 探索 - 焦点小组
• 评估因果调查 - 在活动之前和之后进行测量

• 2. 在这种情况下，您认为新加坡和澳大利亚的市场研究在市场研究方面会出
现什么差异（如果有的话）。
• 文化差异
• 多元文化群体的差异