Chapter-2 Defining the Marketing Research Problem and

Developing an Approach

Dr. Tamgid Ahmed Chowdhury

1) Overview

2) Importance of Defining a Problem

3) The Process of Defining a Problem and

Developing an Approach

4) Tasks involved in Problem Definition

5) Environmental Context of the Problem

6) Management Decision Problem and Marketing Research Problem

7) Defining the Marketing Research Problem

8) Components of an Approach

9) International Marketing Research

Chapter Outline

Importance of defining the problem

Problem definition: A broad statement of the general problem and identification of the specific components of the marketing research problem.

Example: Your friend said over phone that his company’s sales has gone down by 10% in 2011 and 15% by 2012. He wants to explore the reason(s).

A general probable problem statement: Sales is declining due to poor marketing efforts.

Is that really true?

If yes, what are the specific reasons?

If no, what may be the other reasons?

Finding specific answers to these questions will give us a definition of the problem.

The Problem

Definition Process

DiscussionwithDecision Maker(s)

Interviewswith Experts

SecondaryData Analysis

QualitativeResearch

Management Decision Problem

Marketing Research Problem

Symptom(s)

Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/ TheoreticalFoundations

ResearchQuestions Hypotheses

Step III: Research Design

Analytical Model: Verbal, Graphical, Mathematical

Characteristics/FactorsInfluencingResearchDesign

DISCUSSION WITH THE DECISION MAKERS

Problem audit: A comprehensive examination of a marketing problem to understand its origin.

Case of SMC, Bangladesh: Why consumers of the remotest corner of the country could not get SMC products?

Decision maker said: They wanted to revamp the distribution system.

Question: Would that really work?

SEVEN C’S WITH DECISION MAKERS

Communication: Free exchange of ideas Cooperation: Team work with DM Confidence: Work with mutual trust Candor: Open agendas and ideas Closeness: Help anytime Continuity: Continuous interactions Creativity: Finding solutions in new and

better way

INTERVIEWS WITH INDUSTRY EXPERTS

Experience survey: Interview with the most knowledgeable people of the industry. Also known as key-informant technique

Case: Tajrin Garments: Before getting a final report, investigators talked to engineers, planners and fire brigade officers.

Lead user survey: Interviews with the lead users (For example, asking the frequent buyers about the product)

SECONDARY DATA ANALYSIS

Data collected from other reasons and not for the problem in hands.

Case: Can microcredit disbursement make a sea-change in poverty reduction rate?

Secondary data: Microcredit disbursement (NGOAB, 2010) by NGOs had increased by $1069.19 million between 1991/92 and 1995/96 while rural poverty increased from 52.9% to 56.7%. On the other hand, between 1995/96 and 2000, microcredit disbursement decreased by $514.405 million, but at that time the rural poverty situation had improved with poverty reducing from 56.7% to 53.1%.

One possible answer: Thus more credit disbursement will reduce more poverty may not be really true.

QUALITATIVE RESEARCH

An unstructured, exploratory research method based on small samples intended to provide insights and understanding of the problem.

1. Pilot study: Administering an unstructured questionnaire in a small sample. It contains more open-ended questionnaires

2. Case studies: Intensive examination of few selected cases with similar types of problem

PAST INFORMATION AND FORECASTS

RESOURCES AND CONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIROMENT

ECONOMIC ENVIROMENT

MARKETING AND TECHNOLOGICAL SKILLS

Environmental Context of the Problem

Past information and forecast: More working couple family structure has created a market for packet spices (Radhuni) and frozen foods

Resources and constraints: Budget for the research and manpower availability

Objectives: Goals of the organization and of the decision makers needs to be considered.

Buyer behavior: Predicting consumer’s reaction on recommendations.

Legal environment: Government laws, pressure group opinion etc. should be considered

Economic environment: Income, price savings etc. Marketing and technological skills.

DEFINING THE PROBLEMDM: People living in the remotest corner do not get SMC

productsR: How do you know that?DM: Our donors found that and reported to usR: What may be the possible reasons for that? Did donors

say anything?DM: NO, donors said nothing and they wish to know why? We

feel we need to revamp the distribution channel.R: Why do you think that it is the reason?DM: Our own experts say so. R: Do the customers said so?DM: No idea about consumer’s perceptions.

FINALIZING PROBLEMS

Management’s decision problem: What to do to revamp the distribution system?

Marketing research problem: Explore the strengths and weaknesses of the existing distribution channel. Investigate the responses of the customers and other stakeholders.

FEW EXAMPLES:MGT decision problem Marketing research

problemShould a new product be introduced

Should the advertising campaign be changedShould we change the price of the brand

Determine the consumer preferences and purchase intention towards the proposed productDetermine the effectiveness of the current advertising campaignCalculate price elasticity of demand and investigate customer’s perception towards pricing of other competing brands.

PROPER DEFINITION OF THE RESEARCH PROBLEM

Broad statement: initial statement of the problem that provides an appropriate perspective. Such as: What may be the appropriate distribution channel for SMC, Bangladesh to reach to the remotest part.

Specific components: 1) Is existing system really bad? What the stakeholders say about that? 2) How many intermediaries should they use? 3) What type of commission is required for that? 4) will that have an impact on total reach and total cost structures?

ONE MORE EXAMPLE: PROBLEM DEFINITION

Broad definition: Comparing relative effectiveness of microcredit-driven GO and NGO projects in Bangladesh.

Specific definitions:1) Comparing effectiveness with respect

to service delivery mechanism2) Comparison with respect to their

contribution in uplifting the living standard of the poor.

The Problem

Definition Process

DiscussionwithDecision Maker(s)

Interviewswith Experts

SecondaryData Analysis

QualitativeResearch

Management Decision Problem

Marketing Research Problem

Tasks Involved

Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/ TheoreticalFoundations

ResearchQuestions Hypotheses

Step III: Research Design

Analytical Model: Verbal, Graphical, Mathematical

Characteristics/FactorsInfluencingResearchDesign

APPROACH TO THE PROBLEM Objective or theoretical framework: Unbiased evidence

is required that is supported by empirical findings. For example, literatures suggest a common myth of NGO domination over GO in effectiveness comparison. However, that is not universally acceptable.

Analytical model: A set of variables and their interrelationships designed to represent some real system. Such as, a function.

Graphical models: Analytical model that provides visual pictures of the relationships.

Mathematical model: Relationship is shown in mathematical format. Such as, regression equations

APPROACH TO THE PROBELM Research question: These are refined

statements. What the determinants of effectiveness measurement? Or Between GO and NGO, who is more effective in delivering services to the poor? Who is more effective in enhancing living standard of the poor?

Hypothesis: Statement that is testable. Such as, H0: GO and NGO projects are equally effective in delivering services to the poor. HA: they are differences in service delivery effectiveness between GO and NGOs.

LET’S TRY ONE CASE Your company (class mates are the BOG members) is unsure

whether they should do corporate alliance with GP or Banglalink.

Marketing research problem: Broad: Compare the relative performance of GP and B.link. Specific-1: Investigate the strengths and weaknesses of GP and B.link based on the opinion of the users.

Specific-2: Explore the offers of GP and B.link for corporate clients. Specific-3: Cost comparison between GP and BL.

Objective: Literature suggests that GP has unparallel network but Blink has fast growing customer base, more service points. There are confusion about the pricing of GP and Blink.

GP AND BANGLALINK CASE Research questions: What are the determinants of

performance evaluation between GP and Blink? If you want to chose a broad and available criteria, who is performing better on those issues?

Hypothesis: H0: There is no difference in performance between GP and Blink with respect to network coverage, connection cost, features, roaming facilities, call cost, SMS cost, social responsibilities, corporate relationship maintaining, image in the market, after sales customer service etc.HA: There are differences between GP and Blink on the stated issues.

Approach: Mathematical model or simple descriptive research. Put weight on every item or equal weight to all.