1

2
3
Tasks Involved in Problem Definition
The Problem Audit
 Factors to be
Considered in the
Environmental Context
of the Problem

Problem Statement contd…

7
 The Research Proposal
CONTENTS for Section 1:
1.0 INTRODUCTION 1.0 INTRODUCTION contd…

1.1 Background of study [how has your study
area evolved]
1.2 Background of industry [highlights of your
industry]
1.3 Background of company [profile of co. n key
issue/challenge]
1.4 Statement of the problem [business problem
to resolve in the research]
1.5 Research Objectives [what the research set
out to achieve]
1.6 Research Questions [refined statements of
the specific components of the problem]
1.7 Scope of the study [parameter of the
study]
1.8 Significance of the study [importance
of the study to industry, uni, company
etc]
1.9 Limitations of Study [research
constraints]
1.10 Definition of terms [operational def.]
9
Searching for Literature
Computerized Databases
Classification of Computerized Databases

 Bibliographic databases are composed of citations to

articles.
 Numeric databases contain numerical and statistical
information.
 Full-text databases contain the complete text of the
source documents comprising the database.
 Directory databases provide information on individuals,
organizations, and services.
 Special-purpose databases provide specialized
information.
 Primary vs. Secondary Data
Primary data
 are originated by a researcher
for the specific purpose of
addressing the problem at
hand. The collection of primary
data involves all six steps of the
marketing research process.
Secondary data
 are data which have already
been collected for purposes
other than the problem at hand.
These data can be located
quickly and inexpensively.
 A Comparison of Primary & Secondary Data

Primary Data Secondary Data

Collection purpose: For the problem at hand For other problems
Collection process: Very involved Rapid & easy
Collection cost: High Relatively low
Collection time: Long Short
Sources of Secondary Data
 Internal Secondary Data
Department Store Project
Sales were analyzed to obtain:

 Sales by product line

 Sales by major department (e.g., men's wear, house wares)
 Sales by specific stores
 Sales by geographical region
 Sales by cash versus credit purchases
 Sales in specific time periods
 Sales by size of purchase
 Sales trends in many of these classifications were also examined.
 Type of Individual/Household Level Data Available from Syndicated
Firms: External Source

Demographic Data Psychographic Lifestyle Data

- Identification (name, address, - Interest in golf
telephone)
- Interest in snow skiing
- Sex
- Interest in book reading
- Marital status
- Interest in running
- Names of family members
- Interest in bicycling
- Age (including ages of family
members) - Interest in pets

- Income - Interest in fishing

- Occupation - Interest in electronics

- Number of children present - Interest in cable television

- Home ownership There are also firms such as Dun & Bradstreet
and American Business Information which collect
- Length of residence demographic data on businesses.
- Number and make of cars owned
 Published Secondary Data
General Business Sources Government Sources
 Guides  Census Data
 Directories  Other Government Publications
 Indexes
 Statistical Data
Classification of Computerized Databases

 Bibliographic databases are composed of citations to

articles.
 Numeric databases contain numerical and statistical
information.
 Full-text databases contain the complete text of the
source documents comprising the database.
 Directory databases provide information on individuals,
organizations, and services.
 Special-purpose databases provide specialized
information.
LITERATURE REVIEW
# 1 Background of the research area (Set the
context of your research)
# 2 Concept and definition of key components of the
research area
# 3 Individual sections on each component of the
The breadth of literature research area (ALL IV and DV)
should cover the following:
(CONTENTS for SECTION II) # 4 Related Studies [OPTIONAL]

# 5 Strategic tools
# 6 Theoretical or Conceptual framework/
Academic construct
# 7 Summarize to conclude
 The Research Proposal
1.0 INTRODUCTION 2.0 LITERATURE REVIEW
1.1 Background of study [how has your study
2.1 Background of the research area (Set
area evolved]
the context of your research)
1.2 Background of industry [highlights of your
industry] 2.2 Concept and definition of key
1.3 Background of company [profile of co. n components of the research area
key issue/challenge] 2.3 Individual sections on each
1.4 Statement of the problem [business
problem to resolve in the research]
component of the research area
1.5 Research Objectives [what the research set 2.4 Related Studies
out to achieve]
1.6 Research Questions [refined statements 2.5 Strategic tools
of the specific components of the problem] 2.6 Theoretical or conceptual
1.7 Scope of the study [parameter of the framework/ Academic construct
study]
1.8 Significance of the study [importance of 2.7 Summarize to conclude
the study to industry, uni, company etc]

1.9 Limitations of Study [research constraints]

1.10 Definition of terms [operational def.]

 The Research Proposal
3.0 RESEARCH METHODOLOGY
3.1 The research design (purpose,
type, unit of analysis & time horizon)
3.2 The sampling design (target
population, sampling technique &
sample size)
3.3 Data sources (primary & secondary
sources)
3.4 The instrument for the research
( sections, scaling technique)
contd…
3.5 Operationalization of variables
3.6 The fieldwork and data collection
method
3.7 The data analysis
3.8 Application of Strategic tools
• Time frame (Gantt Chart)
• References [70% < 5 years old]
22