chapter 1 gp1
TRANSCRIPT
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PROBLEM DEFINITION
BRM (Business Research Method)
Shweta Verma (2k91A-71)Anshu Kumar Mona (2k91A-19)
Apurva Baranwal (2k91A-22)
Arif Ahmad Nizami (2k91A-66)
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A Sea Horses Story
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What is the Moral of thestory?
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Business Research
The Systematic and Objective process of gathering,
and analyzing data for aid in making business
decision.Stages of Business Research are:Problem Definition
Selection of basic research design
Selection of sample
Data gathering
Data analysis and evaluationType of report
Overall evaluation
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Clarity Ambiguity
Objectives are Clear
Decision Making easy
Vague Objectives Decision
Making difficult
The Nature Of Business problem
Decision Making Situation
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Coca-Cola Classic vs new Coke
Coca-Cola introduced new coke, a reformulated
version , after a series of taste tests in shopping malls .
It decided to withdraw the regularCoke from the
market.
Emotional protests followed from Coca-Cola loyalists.
What do you thinkwas the main problem with Coca
Cola research?
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The dangerous part of many business problems is neither
visible nor understood by business managers.
If the invisible part of the problem is ignored, the decision
based on visible part only will be less than optimal.
Iceberg principal
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Problem definition
Crucial first stage in the research process
determining the problem to be solved and the
objectives of the research.
Specifies research questions to be answered.
Specifies objectives of the research.
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The Process of
Problem Definition
Ascertain the
decision makers
objectives
Understand
background of
the problem
Isolate/identify
the problem, not
the symptoms
Determine unit of
analysis
Determine
relevant variables
State research
questions and
objectives
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Researcher must satisfy the objectives of the line
manager who requests the project.
It is the job of the researcher to extract the objectives
from the manager.
An effective technique for uncovering hidden researchobjectives is asking the right questions.
1.Ascertain in the Decision Makers
objectives
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It is important for the researcher to gain an
awareness about an organization, background,
environmental conditions.A situation analysis can be the logical first step
in defining the problem.
2. Understanding the background of
the problem
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Symptoms can be confused as the problem
Organization Symptoms Problem Definition
Based on
Symptoms
True Problem
Cellular phone
manufacturer
Woman employees
complain that
salaries
are too low
Salaries need to be
compared to
industry average
Benefits Program
not suited to
womens needs.
Brewery Consumers prefertaste of
competitors product
Taste of brewerysneeds to be
reformulated
Old-fashionedpackage is
influencing taste
perception
3.Isolate and Identify the problem, not
the symptoms
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4.Determine the unit of Analysis
In studies of home-buying, what should be unit of
analysis for study, the husband-wife combination or
the individual?
The husband-wife combination should be the unit ofanalysis as purchase decision will be made jointly
by both.
Determining the unit of analysis isimportant aspect for problem definition.
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Determining the relevant variables
While studying the effectiveness of an
advertisement, the relevant variables would be the
after sales, brand awareness, intentions to buy.
Key variables should be identified in the problem
definition stage.
Categorical and continuous variable.
Dependant and independent variable.
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5.State the Research Questions and
Research Objectives
The researchers must prepare a formal written
questions and objectives.
The research is expected to accomplish theobjectives.
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The Problem statement can be clarified by-
1.Being specific in nature
Is advertising copy X better than advertising copy
Y-the statement is too general.Which advertisement has a higher day-after recall
score-the statement is specific.
2.A clarity to the problem statement can be introduced
by formulating research questions.
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Research Objectives
Purpose of research expressed in measurable terms.
A researchers version of the problem.
The definition of what the research should
accomplish.
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Exploratory
research(optional)
Statement of
problem
Broadresearch
objectives
Specific
Objective 1
SpecificObjective 2
Specific
Objective 3
Research
Design
Results
FEEDBACK
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Time Constraint
Not feasible to search for every possible cause and
minor influence.
Identification of correct problem or variable is
important for optimum utilization of time and
money.
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Research Proposal
A written statement of the research design that
includes a statement explaining the purpose of the
study and a detailed, Systematic outline of aparticular research methodology.
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Advantage of Research Proposal
It will force researcher to thinkcritically about each
stage of the research process.
All the vague plain and abstract ideas about
problem and procedure must become concrete
statements about specific statement.
It acts as a communication function between client
and researcher.
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CASE1
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Case Appraisal
Dennis Midddlemist enjoyed building furniture for his
own home. He decided to invent an alignment device
after his bad experience with trial & error adjustment of
his radial arm saw. He designed a solution & got his custom prototype built.
The device was perfectly according to his need & he
decided to get it patented.
He started exploring the possibility of manufacturing the
device commercially through a company.
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He started dreaming of the company but, in reality he
didnt know much about marketing & wondered what
marketing information he would require before
getting serious about manufacturing the device likewhat market potential would be.
He thought US would be the best place to start up &
he made first objective of finding out How many
radial arm user are there in US & what could be
potential customer base
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Questions
1. What do you thinkwould be the most important
information to the research consultant?Also identify
the problem.
Ans: The most important information can be gatheredby doing the primary as well as the secondary
research.
Marketing strategies and the market potential.
Market information about manufacturing the device.
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Continue...
Market information about the demand and the
potential customers of this device.
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1.Ascertain the decision makers
objectives
Gather the information about the market of
US.
Objective: How many radial arm user are therein US & what could be potential customer
base.
Introduce some effective techniques like
questionnaires, interviews, on-site
observations.
Comparison with other similar device.
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2.Understanding the background of the
problem
In this complete domain knowledge is necessary .To
see whether it is feasible, how to gain an awareness,
environmental conditions.
Conduct exploratory research (analyze the situation,screen the alternatives and discover the new ideas).
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3.Isolate and identify the problem,
not the symptoms
Symptom-Un availability of marketing
information.
Problem definition based on symptom-Explore themarketing information for the device.
Actual Problem-Who are the prospective
customers for the new device.
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4.Determine the unit of Analysis
As it is important to determine the unit of analysis for
problem definition.
Unit ofAnalysis will be our potential customer.
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5.Determining the relevant variables
As the Middlemist is not having any knowledge of
marketing.
The relevant variables are:-
Study the market and advertising modes.
Brand awareness,
Encourage the customer to buy and
Re-purchase by providing them after sales service.
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6.State the Research Questions and Research
Objectives
We will prepare a formal written Questionnaire with
its objective, performed on papers or Online through
email.
It will help in finding the facts and other peopleopinion, and their valuable suggestions and ideas.
This technique saves time and in shorter time we can
gather information.
To determine the requirements of user in a precise
manner, a close-ended question is more preferred.
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RQ: How many radial arms are there in Market?
H1: No of target customer in US Market.
H2: No of radial arm possess by each one.
RQ: What could be potential customer base?
H1: No of Potential buyers in the market.
H2: No ofCompany Manufacturing this product.
H3: Total Possible market share untapped.
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Interview is another method to gather requirement
from user and to understand the domain.
Interview technique has been used as a primary
research.
In interviews one to one communication is used so
that information can be interpreted the way it is
described with minimum distortion in information.
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CASE2
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Introduction
To introduce EZPass a steering committee was
formed to investigate feasibility and desirability of
implementing Electronic toll collection
ETC can reduce the traffic jams by allowing tag
holder to pass through tool plaza at moderate
speeds.
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Perception of Agencies
During the time of study ETC has been
successfully used in Texas and Louisiana.
Several agencies thought of implementing ETC
individually though they believe integrating them
will give more result
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Task force targets
They want similarity and dissimilarity in
configuration across agencies and service attribute
for each agency commuters.
They receive a list of attributes which they clubbed
together to seven question.
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Focus of task force
They are interested in knowing how to implement
ETC
They do not show much interest in knowing
desirability of ETC.
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Understand the background of the
problem
What could be the background problem behind
formation of taskforce. Is it traffic jam?
The Background of the specified problem is
Inadequacies of road Infrastructure resulted in
traffic jam.
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Isolate and Identify the problem and
not the symptoms
Problem of the case is Inadequacies of road
infrastructure and it is not traffic jam
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Determine the unit of analysis
Who will be the unit of analysis for taskforce?
The unit ofAnalysis for taskforce is commuter of
New York, New jersey area.
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State the research questions(hypotheses)
and research objective
Research objective is to investigate feasibility and
desirability of ETC(electronic toll collection)
Research questions are:
RQ: EZPass is feasible
H1: There are traffic on the road?
H2: Road infrastructure are not adequate?
H3: Commuter want EZPass
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RQ: EZPass is feasible?
H1: There are many agency
H2: each agency have difference configuration
H3: Different configuration can be integrated
H4: EZPass is economically and operationally
viable.
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Q: Evaluate the problem definition. Has
the problem been defined adequately?
Taskforce have overseen the objective of
establishing taskforce as they are much interested
in how to implement the EZPass. They are looking
economical and technical feasibility but they are notlooking social and operational feasibility and
desirability of implementing the project.
Thus we can conclude that problem has not been
defined adequately by taskforce
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THANK YOU